Analysis of Successful and Unsuccessful Advertising: Pepsi vs. Apple, Essays (high school) of Business

Download Analysis of Successful and Unsuccessful Advertising: Pepsi vs. Apple and more Essays (high school) Business in PDF only on Docsity! As it was mentioned in the lecture, Pepsi failed with her advertisement because it chose wrong way of identification communication and the overall idea was too political and seemed absurd to people of different political views. Moreover, Pepsi did not pick a side. It was just a white woman from so to say high society or a dominant class. A rather small number of people associate themselves with this class, as well as with police officers who have not acquired the most positive image in the real world in connection with various clashes and rallies. Accordingly, the advertisement failed, because the company had chosen the wrong main actor, characters, in general, and the whole idea did not look real at all. Apple's 1984 ad depicts a bleak future where people are obeying a system and brainwashed by Big Brother`s groupthink. And only a rebel girl in bright red shorts dares to smash the image of the dictator on a huge screen with a hammer, giving freedom to people. The company has made the right emphasis on inclusive identification, i.e. showed all the people under the power and oppression of the system. Because almost everyone thinks that he or she is a part of the system, though it creates a sense of unity and harmony but in a perverted way. The company itself appeared in the form of a savior, an ordinary girl, which can be any. There is another successful identification, because the company took the side. The ad shows a simple solution to a problem, a real emotion that everyone can experience when they get rid of the imposed system. This advertisement used the emotions of people, craving for the mysterious, for the desired liberation from the system. Just like with the Nike`s ad, the company shows real doings, which can be completed by almost everyone. There is no persuasive communication; the ad gives people a sense of free will.