Introduction
Dr. Pepper and Pepsi are two leading manufacturers of soft drinks in the U.S. that aggressively promote their products. The Pepsi “We Will Rock You” ad is futuristic and promotes Pepsi using visual and auditory cues to create a high-energy, exciting atmosphere that appeals to the youth. The ad symbolizes youthful rebellion and energy and advertises Pepsi as a drink for those who refuse to conform and want to be part of something bigger than themselves.
Dr. Pepper 10 features a rugged, masculine character promoting Dr. Pepper Snapple Group’s soft drink for the male audience. It uses sarcasm, irony, and visual and textual strategies to challenge traditional gender roles. It emphasizes the drink’s full-flavored, exclusive, low-calorie formula to entice young, more progressive male consumers.
Ad Description, Argument, and Target Audience
In the Pepsi commercial, young people in a futuristic city play the timeless rock hymn “We Will Rock You” on their smartphones. The commercial uses modern and sleek images and audio cues in a fast-paced, dynamic way to create an exhilarating, high-energy mood. According to GlassworksVFX (2010), Pepsi is a beverage for those who want to be a part of something greater than themselves and who don’t want to fit in. It creates a sense of movement and action foreshadowed by the opening shot of a young woman running through the city streets (Mateus, 2021). It does not mention taste or ingredients, sentimentalizes, glorifies, and portrays Pepsi as a drink for the youth by promoting fun, enjoyment, and empowerment values.
Dr. Pepper 10 is set in a rugged and wild outdoor environment. It emphasizes the “10 manly calories” appeal using dynamic action to attract more young and adventurous men to buy the product (BeastlyHighlightReel, 2011). It assumes that people know its low calorie and low sugar content and appeals to men. The argument is that the drink is for both men and women and supports gender equity and diversity values.
Visual and Textual Strategies
In Pepsi, ethos is established using the classic rock anthem and a diverse group of young people. Pathos is targeted by using high-energy visuals and a soundtrack to create a sense of excitement and empowerment. Logos is used subtly through futuristic technology and imagery, suggesting that Pepsi is a modern and forward-thinking brand. The textual strategies depict a fast-paced, energetic tone and appeal to the youth using words like “let’s rock this city” and “let’s show them what we got” (Mateus, 2021). It appeals to the audience’s desire for individuality, authenticity, and cultural relevance.
In Dr. Pepper’s ad, ethos is applied to the target men who are unsatisfied with traditional diet drinks, using the characters’ physicality and masculine energy. Pathos is evident in the ad’s rejection of conventional gender roles and stereotypes. Logos are identified in the unique selling point of Dr. Pepper 10, which is its full-flavored, low-calorie formula.
The textual strategies primarily focused on creating a sense of humor and irreverence consistent with a younger, more progressive audience. Sarcastic, humorous, and ironic language helps to develop an understanding of rebellion and rejection of traditional gender roles (Bigne & Rosengren, 2019). Its diction and tone also support the narrative that seeks to carve out a unique niche for Dr. Pepper 10 in a crowded marketplace.
Conclusion
The Pepsi “We Will Rock You” ad reflects the youth culture, rebellion, and individuality as part of the American culture. It uses futuristic technology and imagery, further underscoring the culture’s fascination with progress through technology and innovation. It appeals to young people’s desire to be meaningful and express their identity. The public ought to embrace the ad and celebrate its positive values as displayed using different rhetorical and textual evidence.
Dr. Pepper’s 10 ad reflects the American culture through gender roles. It uses humor, satire, and irony to create a memorable and engaging commercial advertisement. It targets a younger, more progressive male audience as it promotes adventure and excitement. People may react differently to it depending on their values and beliefs, as it may be funny, appealing to some, off-putting, and divisive to others.
References
BeastlyHighlightReel. (2011). Dr. Pepper 10 commercial. [Video]. YouTube. Web.
Bigne, E., & Rosengren, S. (2019). Advances in advertising research X: Multiple touchpoints in brand communication. Springer Fachmedien Wiesbaden.
GlassworksVFX. (2010). Pepsi Commercial Ad – We Will Rock You (feat Britney Spears, Beyonce, Pink, & Enrique Iglesias). [Video]. YouTube. Web.
Mateus, S. (2021). Media rhetoric. Cambridge Scholars Publishing.