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ANALYSING AN EXISTING ADVERT


Pepsi 'More than Okay' Advert




A) Aims and Objectives

The main objective behind this advert is to make the audience want to buy this product (Pepsi). This is done in a unique way by using multiple celebrities (Cardi B, Steve Carrell and Lil Jon)Using all these celebrities is a unique selling point, because knowing that they're all famous and well known means that the advert can instantly attract more audience members (fans of the stars). This overall can lead to more sales of the product and success for the business. 
B) Target Audience

The target audience for this ad would be people ages 16-25 who enjoy drinking fizzy drinks or enjoy drinking Pepsi in particular. However, since the ad contains celebrities, this could mean that the target audience is also people who are fans of the celebrities. 

 Also, since there is a range of males and females in the ad, this could imply that the target audience isn't gender specific but instead open for anyone to watch. 

Having a specific target audience for advertisement is important, because regardless of who is in the ad and how different the adverts are between each other, they will all have a budget. This means that the money given to produce the advert needs to be spent sensibly to ensure they produce an advert which will earn them money instead of wasting. 



C) Representation


This Ad is around 1 minute long with 3 well-known celebrities in it (Cardi B, Lil Jon, Steve Carrell). Each of these celebrities are presented in different ways. 



Cardi B is presented as a young, beautiful woman who wants to stand out and get everyone's attention. This is done by having her wear a shiny dress with pepsi coloured nails (which are also glittery). She also holds a pepsi can with jewels which may have been done to represent how much she wants to stand out. 

Lil Jon is only on stage for a few seconds, however in these few seconds, he is presented as an energetic and lively young man. This is done by having him shout 'okay'. Having him shout it instead of just saying it can represent that his character is lively and energetic, since people with energy usually talk louder than others who are not energetic. 

Steve Carrell is presented as a sarcastic, middle aged man who struggles to accept the fact that the waitor thinks pepsi is 'okay'. He is presented as a sarcastic person by responding to the waitor's question of 'is pepsi okay' by asking whether other things are okay (e.g. 'are puppies okay'). 



D) Campaign Message



The campaign message behind this advert is to tell the audience that drinking Pepsi is 'more than okay' and that you should choose Pepsi over any drink.



E) Audio-visual advertisements or print based advertisements used in the campaign



This advert is done well due to a range of reasons. 

One thing which was done well was having the advert contain a range of quick cuts (the transition from Steve to Lil Jon to Cardi B is quick). This is good, because it makes the ad short and not boring to watch as well as its an effective way to film a different section of the location instead of changing the location completely.

Another thing which was done well was the variety of camera angles used in the ad. For example, when Steve is talking to the waiter, there is a a mixture of mid shots and close up shots used. This makes the ad good, because it shows that they have taken into consideration what would work best for the ad instead of just making it. 


F) Relevant Legal and Ethical Issues


G) Regulatory Bodies

ASA is the regulatory body for advertisements in the UK. They are in charge of ensuring that the adverts respect and follow the rules set by the organisation. This is evaluated by taking the feedback from the public and comparing this with the rules of the organisation. 

For example, if a viewer sends a complaint to the company about a certain advertisement. The organisation will look into this and see whether the advert has respected the rules of the organisation. After this, procedures will be taken based on whether they have or not. 

This advert would be regulated by the ASA since this regulatory body focuses on adverts. 

H) Method

This advert was presented on TV during the super bowl on February 3rd 2019. 
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As well as creating audio-visual advertisements for this product. Pepsi has also created print based advertisement for the product in different countries. For example, this poster is created for Pepsi lovers in Uganda, however the super bowl advert was created for Pepsi lovers in America. 

Even though the adverts are for people who live in different areas of the world, there are still a variety of similarities between these 2 forms of adverts to promote the same product. 

For example, the use of colour scheme is the same for both adverts. They are the same by having the colour theme of blue, red and white throughout the advertisement to represent the colour of the product (in the super bowl advert, Cardi B is wearing red, blue and white nails with an outfit of the same colour and for the poster, it is based around these 3 colours by having a blue background and showing the products logo). 

Also, the logo is the same for both these adverts, however it is shown in different ways (the poster has the pepsi logo on the bottle and the bottle lid whereas the super bowl advert has the logo towards the end of the advert in glowing lights (0:30)). 

This ad is effective and well made because of the way the elements have been laid out on the page. For example, the way the bottle is the main thing on the poster shows that the poster is straight to the point/wants to ensure that the viewer remembers this one element. This makes the poster well made/effective, because it shows that the creator of the poster doesn't want to waste the viewers time but instead grab their attention straight away. 


Both adverts carry the same campaign message by promoting the brand as a positive thing. For example, for the super bowl advert, it is promoted as a positive thing by having the celebrities say its 'more than okay'. The poster also promotes the product as a positive thing by having the people on the poster smiling and feeling positive. This promotes positivity because it can show that the people are happy after consuming this product. 

Advert 1 - Vote Decide Your Life

https://youtu.be/G5IZbg-JQkw

 Advert 2 - Big Mac

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