Intersectionality In Advertising

Advertisements help define the key target goal or the company’s product. This can be done through a certain company evaluating individual’s daily lives. Opinions, current events, and an image of status are such inferences that advisements take into consideration. Forming their idea, companies might use intersectionality by using gender roles, racial practices, and religion to connect the audience with the ad for future profit. A very current and controversial advertisement by Pepsi is just one example that uses multiple aspects of intersectionality to appeal to their audience. The commercials central idea focuses on standing out, but with, the crowd by “living bold”. The use of different cultures and status are highly noticeable just by
The concept reflects how different genders, sexuality, and races are coming together to protest. The commercial uses individuals and objects as symbols to reflect these aspects. For example, the Pepsi ad shows some segments in the commercial of homosexual couples fighting in the march. The use of this impacts how the commercial utilizes acceptance and equality of all individuals. The advertisement reflects on current events in the past year. The movement of Black Lives Matter was reflected with the police massacre. During this time, the African American community was targeted by the police for committing crimes across the U.S. This trend was created on social media after three deaths of African American men, including Trayvon Martin, Michael Brown and Eric Gardner. The deaths resulted from police shooting them during protesting for racial equality. The commercial reflected the movement by the police officers and signs. For example, the ad showed signs of joining a conversation, recruiting others to talk about the event and be included in the protesting for equality. Also, the commercial was clearly centered around Kendall Jenner giving a Pepsi to a police officer. The Pepsi was a symbol of divination, or an object that has a certain power. This eased the ice between the police and the citizens of the commercial, reflecting the tension was through. The commercial also shows cultural
My opinion of the Pepsi commercial is that the ad was unsuccessful on the topic of easing tensions and bringing individuals together to “live bolder”. In fact, it only caused more tensions and started back the conversation of the events rather than, “joining” them. Such as the aspect of Black Lives Matter and the shootings by the police. Another approach or idea to the commercial is that Pepsi should remove these events to their commercial to prevent tensions from arising. An idea for example, could be a more relaxed approach such as a conversation between individuals or a sporting event. Because Pepsi is already a globalized company with business across the world, the commercial could be more relaxed and nonpolitical approach that could be more successful. These aspects displayed in the commercial were too conversational that the media only criticized the issue of the ad, rather than understanding the commercials approach. For example, Martin Luther Kings son, Bernice King tweeted, “If only Daddy would have known about the power of #Pepsi”. Others say that this power is ignorant or not being a realistic factor. TV personal on SNL and other comedians had a field day with the commercial itself, exaggerating the details within their own opinions of the ad. These TV celebrities showcase and glorify the commercial to make the ad even more public for more