TOW #22: Pepsi

Coca-Cola and Pepsi are both internationally recognized soft-drink companies that are constantly debated over and use advertisements to rise above the other. In this particular ad, a Pepsi can is directly next to a soda can that is designed identically to that of a Coca-Cola can (without specifically providing the brand name) to juxtapose the quality of these two renowned brands. The Pepsi can contains a straw and condensation on the can to make the soda look cold, appetizing, and ready to be consumed. Meanwhile, the straw near the other can has been animated to be refusing to enter the can therefore suggesting that the other soda is in no way desirable. It is through this juxtaposition that Pepsi is able to visually represent that their product is better than Coca-Cola in order to accomplish their goal of appealing to consumers and selling more of their product.

This advertisement is an example of a euphemism; because the major premise is not clearly stated but it s understood that people prefer to drink the best soda. The minor premise, which was also not direct due to the incomplete Coca-Cola label, but was that Pepsi, is the better soda when compared to Coke. Therefore, consumers should purchase Pepsi rather than Coca-Cola (or any other soda). The juxtaposition represented by the straws illustrated the minor premise effectively. By giving the other soda can the same exterior design as that of Coke made their point obvious but not too direct.  

Overall, the means of comparing Pepsi to Coca-Cola was effective through the graphic designs. Pepsi was able to make the argument without overstating or being able to be seen as liable for directly insulting their competitor’s products. It is through the usage of a euphemism and visual juxtaposition that Pepsi is able to effectively advertise their product. 

URL: http://www.toxel.com/inspiration/2008/07/11/20-brilliant-advertising-ideas/