The Complexity of Diet Pepsi and Diet Coke Print Advertisements
Advertising is a powerful tool present everywhere in all areas of life – whether they are billboards throughout town or commercials at home via TV or online. These endorsements can show audiences how the mind reacts to pictures, colors, and words, and how the right mix of these tools can subconsciously force the audience to buy products that they would usually not consider buying. In 2013, women’s fashion and lifestyle magazines, Vogue and InStyle, showcased print advertisements of Diet Coke and Diet Pepsi respectively. Both Diet Coke and Diet Pepsi successfully utilize metonymy, symbolism, and simple images to appeal to consumers and to associate their products with weight loss …show more content…
Blue usually represents “trust, dependable, and strength” (Ciotti). However, the Pepsi company changes the context of the color blue to signify freshness in their advertisements. It is evident that the ad is based on the themes of summer, especially the beach, since the outfit the woman wears is usually worn during warmer weather. Before summer starts, women usually become preoccupied with the shape of her body and starts to go on a diet in order to be in better shape for the season. Therefore, Pepsi associates their product with summer to send the message – by drinking diet Pepsi, you will be in better shape and you will be as charming and beautiful as the woman in the advertisement. Not to mention, in the vertical text, the word “new” is highlighted in blue promoting the idea that during the summer months the audience will be able to experience “the new you”. Moreover, the woman’s red lipstick not only draws attention to her lips, but it also symbolizes “passion, desire, and love” (“Color Wheel Pro – See Color Theory in Action”). In the context of the ad, the woman looks like she is passionate about drinking
Advertising is a powerful tool present everywhere in all areas of life – whether they are billboards throughout town or commercials at home via TV or online. These endorsements can show audiences how the mind reacts to pictures, colors, and words, and how the right mix of these tools can subconsciously force the audience to buy products that they would usually not consider buying. In 2013, women’s fashion and lifestyle magazines, Vogue and InStyle, showcased print advertisements of Diet Coke and Diet Pepsi respectively. Both Diet Coke and Diet Pepsi successfully utilize metonymy, symbolism, and simple images to appeal to consumers and to associate their products with weight loss …show more content…
Blue usually represents “trust, dependable, and strength” (Ciotti). However, the Pepsi company changes the context of the color blue to signify freshness in their advertisements. It is evident that the ad is based on the themes of summer, especially the beach, since the outfit the woman wears is usually worn during warmer weather. Before summer starts, women usually become preoccupied with the shape of her body and starts to go on a diet in order to be in better shape for the season. Therefore, Pepsi associates their product with summer to send the message – by drinking diet Pepsi, you will be in better shape and you will be as charming and beautiful as the woman in the advertisement. Not to mention, in the vertical text, the word “new” is highlighted in blue promoting the idea that during the summer months the audience will be able to experience “the new you”. Moreover, the woman’s red lipstick not only draws attention to her lips, but it also symbolizes “passion, desire, and love” (“Color Wheel Pro – See Color Theory in Action”). In the context of the ad, the woman looks like she is passionate about drinking