Propaganda techniques in Pepsi
Propaganda is information purposely presented to influence public feeling to promote a company, a political agenda or a commercial product. An advertisement can affect the decision making ability of consumers. The propaganda technique used by a renowned brand, Pepsi, has somehow influenced the demand of consumers. Pepsi has used several techniques of propaganda such as testimonials, glittering generalities, plain folks, bandwagon and transfer. The propaganda techniques used by Pepsi are attractive but unclear too. It might have a positive impression on the public but it’sunclear and unfinished comparison might have a negative impression on public too. Is Pepsi successful to attract the customers by its propaganda technique? Firstly, one of the propaganda technique used by Pepsi to attract its customers is testimonial. Testimonials are quotations which attempt to connect a famous or respectable person with a product. Pepsi has done their commercial which shows footage starring Britney Spears. Pepsi started a music video type campaign with Spears to publicize her new album as well as their product. Pepsi tried to grab the attention of consumers by getting the testimony of a celebrity. When local people watch Pepsi’s commercial starring Britney Spears, they get attracted towards it. Britney Spears is one of the famous pop stars. People like her so much that they will like the product too. So, Pepsi tried to popularize its product by making a celebrity endorse its product. Another technique that Pepsi has used in its advertisement is glittering Generalities. Glittering generalities are emotionally appealing words that are applied to a product or idea, but present no concrete argument or analysis. Pepsi used a slogan in its advertisement “for those who think young”. This kind of propaganda often succeeds because many people have a desire not to be different. The slogan “for those who think young” makes the young people think that...
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