Both Coke and Pepsi advertisements display their product as being very desirable
Both Coke and Pepsi advertisements display their product as being very desirable. The containers of the drinks have a lustrous hue to them and have any aura around them with respect to their company’s colors. The drink containers are also slightly perspiring which gives the sense that they have already been chilled to a refreshing, ice-cold temperature ready to be drunk. Both ads in general are also aesthetically pleasing. They center text and imagery in the center, thus drawing your eye straight towards it and are arranged such that one’s eye can easily glide from the ad text to the product being displayed.
Pepsi’s ad tends to focus more on the individual and plays on emotions such as happiness and calmness. Its text reads “Happiness is a choice. #JustSoYouKnow.” In a way, this ad is promising happiness if you buy their product. It could also be said that it is appealing to lonely individuals or acting as comfort food, which in reality junk food, like soda, is comfort food. The blue color palette chosen also provide a somber feel for the viewer’s eyes. Many studies have been conducted showing that hues of blue induce calmness in the brain which Pepsi is taking advantage of. Also, in Pepsi’s background, there appears to be blue, silvery crystals in the background which could be interpreted as ice crystals. This again reinforces the thought of an ice-cold beverage.
Coke’s ad focuses more on friendship, comradery, and feelings of inclusion. The ad states “Share a Coke with…” and proceeds to have bottles of Coke each with a different name on them. The ad encourages its viewer to buy and share a Coke with one of their friends, which also gives the sense that from sharing, spending time together will also occur. This plays closely with the universal feelings of wanting to be liked, wanting to have/spend time with friends, and most of all wanting to be included. Coke’s ad background is also completely blank with only solid white which draws the viewer’s eye straight to the overall message the ad is trying to convey along with their own product.