Please enable JavaScript.

Coggle requires JavaScript to display documents.

How do the use of rhetorical strategies differ between Coca-Cola and Pepsi…

- - - - This helps them attract the viewers attention, specifically with colors like red and blue.
        The use of many colors also creates an interesting, exciting, and energizing atmosphere
      - For posters, light backgrounds help the viewer to direct their attention to the main focal point
    - - Since both brands have specific colors associated with them, those colors tend to be present in most of the scenes (Coca Cola- red, Pepsi- blue, white, red).
      - In their video advertisement, Coca Cola purposely utilizes a large pallet of color, since they are celebrating differences. The use of many different colors in a single scene creates a more energetic and interesting image.
    - - The bright red can be seen on t-shirts, on cars, and exceptionally during a scene in a diner where in this case the whole room is light with a warm red colour
      - In most scene we can see some very bright red accent looking alike the Pepsi logo
      - The colour in the ad are in a cold blue tone during the scenes echoing to the cool background bleu of the can
      - Blue: calming colour symbolising serenity, health and trust.
      - White: purity, ‘good’, ideas of inclusiveness (it contains all colours of the spectrum)
      - Red: passion, desire, energy appealing to primal emotions of the viewer.
      - For Pepsi, it’s colors tend to also mimic the British flag, and thus appeal to the viewer’s nationalism
    - - Scenes with a lot of color in one image (specifically video commercial):
        
        Someone riding a bike with hundreds of balloons: nearly every possible colour in one image: orange, green, blue, red, yellow, brown, white, black etc. → more interesting, calming, exciting, and energizing
        
        In almost every scene there is a detail in red color. Since it is the color by which the brand is known, these details along with the cans and bottles with the logo, keep reminding the viewer about the brand.
        
        Warm toned: alludes to ideas of happiness through the calmness associated with the warmness
        
        Red catches a viewer’s attention easily due to its vibrancy, it also relates to seduction - as Coca-Cola attempts to seduce the audience, coupled with a beautiful woman, to purchase their product.
        
        The C being red furthers the attention given to the phrase.
        
        Red: symbolizes energy, passion, desire. Being the primary colour for Coca-Cola products creates this symbolic association.
  - - - Characters Portrayed in the Commercial
        
        The ad portrays people from 4 generations drinking Pepsi :
        
        Your grandparents generation (50s) : “Outdoor cinema with old car and decor from the early 50s” – 0.03
        
        You parents generations (70s) : “Man dressed in a hippie style fixing an old car”- 0.01
        
        Your generation (2010s) : “Young man dressed with current times styled clothes driving a recent corvette” – 0.22
        
        The future generation (20??) : “The first Pepsi on mars” - 0.17
        
        What all the generations drinking Pepsi have in common is that they are depicted as ‘the person to be’, successful, rich and famous.
        
        They are mostly shown through the celebrities that appear in the advertisement
        
        Models : Presley Gerber & Cindy Crawford
        
        Sport stars : Kyrie Irving & Jeff Gordon
        
        Singer/musician : Britney Spear, Michael Jackson, Ray Charles
        
        2 Astronauts
      - Framing of the Product
        
        The ad frames Pepsi as the brand that is cool because it is consumed by many very popular celebrities such as Michael Jackson, Britney Spears, Cindy Crawford etc…
        
        This shows the viewer that if you drink Pepsi you will not only be drinking the same drink as you favourite celebrity but you might also become as cool as they are
        
        Moreover, it is literally said at the end of the ad “This is the Pepsi for those who are forever fun”, framing everyone of their consumers as being fun
        
        Furthermore, referring to our parent and grandparents almost frames drinking Pepsi like a family tradition
    - - The commercial whips the viewer around the world to watch people have the most fun they have ever had.
      - It displays all kinds of different ages, genders, nationalities
      - It displays activities ranging from, a game of spin-the-bottle, freestyle wheelchair, singing in car, dancing and enjoying the beach to jumping into a lake.
      - Watching people have so much fun while drinking Coca-Cola awakes the temptation in the viewer to have Coke and do similar activities and enjoy their life.
  - - - “There’s PEP-PEP-PEP” slogan and Woman model in red (top right corner) -- This is due to the colour red present in both aspects, attracting attention, making the viewers eyes rest on these parts and creating excitement through its vibrancy
    - - The woman model - Being placed in the center and enlarged compared to all other aspects of the ad, ensures noticeability and allows the other aspects to rest around the salient image, accompanying it but not causing a distraction, maintaining attention on the woman (main advertisement strategy - the selling point).
  - - - A lot of scenes displaying predominantly some activity and displaying Coca-Cola cans, bottles, or the logo in general, in the background.
      - This advertising creates an association between fun activities and Coca-Cola → attaches fun with Coca-Cola.
    - - The ad displays an big amount of their product
      - As the ad shows different generations, we can see the can changing through the years
      - Each scene contents at least one can with one person drinking from it with a total of 11 with different characteristic for 28 sip showed in the 1 minute ad
  - - - Smiling = happiness and Relaxed posture = calm, Open posture with head tilted upward, eyes looking downward at viewer
      - Creates a sense of superiority, giving the message that drinking Coca-Cola will let you feel as relaxed, as happy, and calm as the model - which is something working people typically lack.
    - - Sideways positioning of models, facing viewer directly (except woman who is in an elevated position), ‘cheeky’ and happy facial expressions (smiling)
      - The consistency in body positioning creates a sense of unity and rhythm in how the advert is viewed: from left to right (sailors), then upwards to the woman
  - - - Fast and rhythmed images :
        
        The setting of the ad changes every 3 to 5 seconds
        
        This gives a very high pace to the ad makes it fast and energised
    - - Creating paths for the eye (striking eye-catching elements):
        
        Photo from beach: a lot going on in one image → grabs the attention of the viewer.
- - - - Both brands have been rather popular among the world, and thus this establishes the feeling of trust and respect between them and the consumers.
      - In both posters, ethos is further established through the utilization of a smile. A smile creates a sense of trust in the product
      - The presence of a face(s) in both posters, a specific person, strengthens the audience’s connection with the company. Since now it is seen as a specific person(s), which are just like the viewer himself.
    - - Both videos build a rather strong ethos between them and their viewers. While Coca Cola appeals more to the viewer’s trust, building a friend-like connection, Pepsi depends more on their trust and respect, building a connection through the people that the viewers look up to, aspire to become.
        Both videos have a heavy utilization of the word “you” (“your”), which further enhances the ethos, however Coca Cola is more successful due to their use of the word “we” as well
    - - Since the 19th century, Pepsi had been introduced to the world, its popularity spreading across the US, becoming one of the most recognizable brands. The inclusion of its logo and the repetition of the ‘Pepsi-Cola’ name throughout the advert therefore substantiates the credibility of the beverage
      - The use of both female and male models presents a trustworthy, inclusive front - where the models are all smiling that alludes to a sense of comfort and reliability. The Navy Sailor theme furthers the credibility as this is deemed as respectable profession and the sailors are used as advocates for the Pepsi brand.
      - In the ad, Pepsi builds itself a strong ethos by using the celebrities’ images present in the ad.
      - The viewers will see that their favourites celebrities is drinking Pepsi and will therefore feel like the brand is more trustworthy because the celebrities that they admire enjoy the taste and are trusting the brand in itself with their images
      - It encourages the viewers to “be like” the people in the ad
      - The ad presents Pepsi as a brand that celebrates the past but that also knows how to go forward with its time. The narrator talks about the first Pepsi on Mars showing Pepsi position on the debate of the time
      - The brand boost its ethos by appealing to every generation and not by only focusing on the new generations
      - emphasises that Pepsi is loved by everyone no matter the age
    - - Coca-Cola is a long standing reputable company that has dominated the market (even in the 1930’s). Due to this, the credibility of the beverage advertised is substantiated by the logo’s inclusion.
      - The model’s body language and emotional expression (relaxed and happy - smiling) furthers this sense of reliability in the message promoted (that one can feel the same as the model)
      - Coca-Cola is a long standing reputable company that has dominated the market (even in the 1930’s). Due to this, the credibility of the beverage advertised is substantiated by the constant inclusion of the logo in different scenes..
        
        The commercial puts forward that everyone has a different history, different experiences and that Coca-Cola is accompanying them throughout different stages of life
        
        It implicitly shows that you are the people in the ad creating a sense of belonging and inclusion.
        
        By using “We all”, the advertisement builds a sense of collective identity broken down to individuality.
        
        Promoting the idea of unity and yet contrasted with the ideas of individuality and identity.
  - - - Poster
        
        Both Pepsi and Coca Cola appeal to the viewers’ physical sensations with their employment of the words such as “tingling delicious flavor”, or “a taste to enjoy”, etc.
        
        Both are successful with their usage of bright color, which evoke strong enthusiasm. Pepsi colors also correspond to the colors of the US and British flags, and in addition to the enthusiasm also evoke pride, a sense of unity, and patriotism.
      - Video
        
        The two ads go on a different approach to appeal to the audience’s emotions. Coca Cola attempts to create a heartwarming message that they accept everyone, while Pepsi uses humor and nostalgia.
    - - “It's got a taste to enjoy… leaves you brighter” - appeals to viewers' senses and desires. These positive descriptions play on the expectations of the reader = increasing their interest.
      - Use of red, white and blue colours allude to national colours of both the US and British flag = evokes pride and unity one want to be a part of
      - The use of Pathos goes through the nostalgia that the brand brings to its viewers
        
        For example, the nostalgia of seeing the character created by Pepsi themselves in collaboration with Kyrie Irving back on screen (Uncle Drew which first appeared on screen in 2012)
        
        It also makes the drinkers feels closer to their families as they share Pepsi from generation to generations
        
        This ad also contains touches of humor like the absurdity of g a Pepsi on the moon (humorously proved wrong by formally dressed people)
    - - The bright, vibrant colour red throughout the poster in contrast with the dull, neutral beige/yellow in the background appeals to the viewers emotion by not only creating a sense of seduction to the focal points outlined, but elicits feelings of desire and passion - strong, yet effective, emotions to associate with a soda can.
      - The model’s relaxed pose = working citizens want to feel relaxed as she is seen to be
      - “tingling, delicious flavour” - appeals to senses, and these adjectives work presentationally enhancing visual reception
      - The use of personal pronouns: “There is a coke for he, and she, and her, and me , and them… for all of us… especially one for him, emphasizes the diversity and gender/sexual inclusiveness.
      - Coca-Cola ensures that no matter what direction you take in life, there will always be Coke for you → Coke accepts everyone.
  - - - Video
        
        Even though the two videos appear to have a similar approach, by highlighting either the similarities or differences, they have rather different messages. Coca Cola attempts to tell the viewer that there is a Coca Cola specifically for them. Pepsi, on the other hand, attempts to tell the viewer that if they were to drink it, they would become successful, famous, rich, cool, etc.
        
        A difference that arises instantly is that while Coca Cola ad attempts to show the differences, in this case body diversity, Pepsi only portrays the individuals with the perfect body: a polished side of ‘reality’, where every person present in the ad is slim, fit, pretty.
      - Poster
        
        Both companies successfully employ syllogisms and enthymemes in their advertisement. While Pepsi’s are more straightforward and related to physical sensations, Coca Cola relies on a more emotional effect.
    - - The syllogisms and enthymemes included allow the audience to both deductively and inductively decipher the ‘perks’ of drinking Pepsi. E.g. it’s satisfyingly refreshing: “Just take Pepsi’s points: it’s got a taste to enjoy, it’s a thirst quencher… Try a Pepsi when you’re thirsty”
      - Emphasis: The purpose of the advertisement is to celebrate the generation that drank Pepsi over the years, it brings some kind of nostalgia, even if some of us were not even born back then, to be reminded of the time where almost everything was different except the unique taste of Pepsi.
      - The ad portrays seemingly flawless people drinking Pepsi, giving the impression to the viewer that one way to achieve that level of perfection is through drinking Pepsi
        The only logic way be like those people is doing the same as them, thus drinking Pepsi
      - Syllogism: “it’s a thirst quencher that really quenches… Try a Pepsi when you’re thirsty.”
        Pepsi quenches thirst. You drink Pepsi when you're thirsty. Your thirst is quenched.
    - - “Carry a smile back to work” enables the viewer to logically reason that drinking Coca-Cola will make them happy, which is something they desire during their working day. It is reasoning by induction.
      - Emphasis: The purpose of the whole advertisement is to ensure the viewer that they are different which is a positive thing and Coca-Cola accepts you as you are and provides you with a drink that is particularly suitable for you → diversity and uniqueness is emphasized a lot.
      - “Everyone is unique and there is a coke for each unique person” → By emphasizing diversity through gender, race, sexuality, experiences etc. The ad first makes the viewer realize that they are unique and then ensures them that they have their own Coke.
      - Syllogism
        
        Everyone is different, thus has their own Cola → you are different → thus, you have your own Cola.
        
        Throughout the advertisement, the diversity and uniqueness is emphasized and it is asserted that each of us have their own coke. In the very end it is explicitly said that: “there is a Coke for you.”
        
        This enables the viewer to see themselves as one of the character in the commercial
- - - - Alliteration: “pep-pep-pep”, “Pepsi’s points”
        
        This focuses the reader’s attention on these particular areas - highlighting them as important - and maintains their interest by creating excitement within the rhetorical structure.
      - Repetition: “refreshing”/“refreshment”, “quencher”/“quenches”, “Pepsi”
        
        Repetition embeds the words in the reader’s mind, creating a stronger association between the words’ connotations and the product itself. Also provides emphasis, highlighting this as constituting to their intended message
        
        In the beginning, the ad is divided into scenes each starting by:
        
        “This is the first Pepsi on”
        
        ”This is the first Pepsi on the moon” – 0.08 seconds
        
        “This might be the first Pepsi on mars” – 0.16 seconds
        
        During the rest of the ad, it is a slightly different sentence : “This is the Pepsi that …” after showing a Pepsi being drunk by someone
        
        “This is the Pepsi that Britney ” – 0.02
        
        “This is the Pepsi that’s back from the future” – 0.38
        
        Every scene is introduced by this sentence. Making the repetition 14 times in total throughout the ad
    - - Fricative and cacophonic consonants: “Feel fit for”, “food for”, “Carry...back...work”
        
        In these cases, fricative alliteration is used to create memorability and attract the reader’s attention.
        
        F consonants in sequence create brakes between the words, slowing down the pace and emphasising each word to create memorability.
        
        C & K consonants are harsh and thus memorable. It creates a more assertive tone that probes the reader to continue reading.
      - Alliteration
        
        “There’s a taste-thrill in its tingling…”, “light lunch” etc.
        
        This is very eye-catching when placed here in the rhetorical structure as it brings the reader’s attention to the descriptive paragraph in the bottom right corner of the advert. Alliteration creates memorability due to the excitement it creates when leading up to a description or claim.
        
        Reference to light lunch also embeds an association between drinking Coca-Cola and lunch time - time to relax and be free.
      - Repetition:
        
        “Feel fit for what’s ahead”, “delicious”, “refreshing”
        
        Creates emphasis and embeds the terms in the reader’s mind. Repetition reveals what the advert is trying to communicate with the audience. In this case, it is to persuade them of Coca-Cola’s nourishing properties.
        
        “There is a coke for he, and she, and her, and me , and them…
        
        Repetition of words ‘and’ slows down the rhythm of the speech and captivates the audience by drawing attention to each ‘item’ listed.
        
        Giving equal attention to each ‘item’
        
        “No one’s lived a life you lived… no hands have held the dreams you held… No eyes saw what you have seen…”
        
        Constant usage of the word ‘you’ establishes a strong ethos because it enables the viewer to see themselves doing the things mentioned.
        
        Further, it raises the sense of inclusion in the viewer.
  - - - Slogan: “Drink Coca-Cola Delicious and Refreshing”, “Feel fit for what’s ahead”
        
        The alliteration, fricative consonants, and repetition used for elements of these phrases further the memorability of them and constitute the slogans and snappy messages that the advert is intending to communicate
    - - Rhythm: “There’s PEP-PEP-PEP in Pepsi-Cola”
        
        The dash used creates a natural pause when reading, slowing down the pace and putting emphasis on the repeated “pep” to reinforce the ideas of happiness, prosperity and enjoyment that comes with drinking Pepsi
  - - - Poster
        
        Pepsi appears to be more successful with the employment of various fonts to create a more diverse writing style, while Coca Cola seems to be rather consistent with sticking to just one.
        
        Pepsi’s utilization of the more casual/friendly fonts creates a sense of closeness and approachability, while Coca Cola’s consistency with a more formal typewriter font creates a sense of trust and respect.
      - Video
        
        Coca Cola utilizes many different voices throughout the video, which causes the speech to flow slower and includes more pauses which create a peaceful effect, and allow the listener to digest what they heard at their own pace. Pepsi, on the other hand, has a more upbeat narrative, which also employs pauses, but that are used for a dramatic effect (ex: humor).
    - - Emphasis & Font
        
        Capitalization: “MORE”, “PEP-PEP-PEP”
        
        Italics: “enjoy”, “and”
        
        These bring emphasis and create a more conversationalist sense for the viewer - they can “hear” the advert through these features mimicking speech articulation.
        
        Underlining: “more”, “plus”
      - Pacing and Pauses
        
        The ad is at very high pace with a lot of different images and setting coming one after the other with the narrator talking at a fast pace while it still being very understandable for every audience
        
        Each scene are separated with a pause of the narrator
        
        Other pauses are present during each scene when the narrator makes somewhat of a humoristic comment “Hi Cindy, [Pause] show 'em how it's done”
    - - Emphasis & Font
        
        The font is more consistent, does not change much => Creates a sense of reliability
      - Pacing and Pauses
        
        Each dialogue is performed by a different speaker which naturally ensures that the pace of the speech is not too fast which enables the listener to understand each dialogue well. Furthermore, the pace is not too slow either, instead, the pace is perfectly suitable.
        
        After each dialogue follows a pause which enables the listener to reflect back on what has been said.
  - - - The speaker changes continuously during the commercial, varying between women, men and kids, which enhances the message of diversity and inclusiveness
      - The tone of the commercial suggests that Coca-Cola has figured out how to bottle the miracle of childbirth. It hints that if you want to feel the mysteries of the cosmos trickle down the back of your throat, tickling your consciousness and helping you enjoy your brief time in this crazy world, you should celebrate life with an ice-cold Coca-Cola.
      - Calm and soothing background music. Becomes more intense towards the end of the advertisement and evokes celebration vibes → One of the main themes being celebration of diversity, background music contributes effectively to the delivery of the message.
    - - The voiceover is the voice of an American presenter of a famous talk show : Jimmy Fallon adding on to the celebrities list of the ad
      - The background music is very energetic, each person in the ad is shown doing some activity (driving, dancing, playing basketball). It is a music that would not be suiting if the characters were calmer and more passive
      - We can notice the music fading into the background when the narrator intervenes and something even completely stopping when making a joke “ [loud music] the first Pepsi on the moon ! [Music stops] What ? No.”
  - - - The ad start with “This is the Pepsi that your father drank and his father drank” : depicts Pepsi like a family heirloom that is passed on from generations to generations
    - - The commercial starts with arguing that there is Coke for everyone. This is asserted by presenting different preferred pronouns.
  - - - It ends with “This is the Pepsi for every generation” : coming back to the beginning while emphasizing that Pepsi is timeless
    - - The commercial ends with the conclusion: “there is a Coke for you.”
      - This is a conclusion to the syllogism that is built throughout the advertisement. This explicitly denoted conclusion leaves no confusion and makes the message of the advertisement very clear.