Product: Diet Pepsi
In this review, a series of Diet Pepsi advertisements were taken into investigation. Since 2011, the drink has been endorsed by the 40-year-old American-based Columbian actress, Sofia Vergara. In 2013, Vergara was featured in a series of two TV commercials, namely Toast and Come on. The slogan for this promotional campaign is “Love Every Sip”. As part of the promotional campaign, Vergara also briefly appears in an episode of the Ellen Degeneres Show, a talk show targeted at adult women. In the first commercial, the scene starts with a wedding party in a garden. A server is seen with a tray, holding a glass of Diet Pepsi. Vergara tries to catch his attention, but the MC mistakes that she wants to be the first person to give a toast to the bride and the groom. Vergara appears to be rejecting to give a toast, but she fails doing so, hence she gives a short speech and gets Diet Pepsi in the end. In Come on, Vergara is shown dining outdoors with a female friend. Her attention is drawn by a can of Diet Pepsi nearby, but a man sitting at an adjacent table mistakenly thinks that Vergara is paying attention to him. In the end of the commercial, a waiter delivers the Diet Pepsi to Vergara while the man comes to her table as well. Vergara takes her Diet Pepsi, and the man walks away in embarrassment. The intended audience of this promotional campaign is young female adult despite the fact that the actress herself is 40 years old. In both commercials, she is seen having long hair and wears a blue dress that which shows her cleavage. Together with her statuesque physique, these features all match traditional values of feminine beauty. The polarization of good girl/bad girl can also be seen in these advertisements: Vergara appears to be pure and innocent when she tries to refuse from giving the first toast speech in Toast and when she shows that she is attracted by the drink instead of the man in the end of Come on. At some points...
Links: Diet Pepsi: Toast
Diet Pepsi: Come on
Sofia 's Diet Pepsi Commercial on The Ellen DeGeneres Show
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