Source link: https://www.youtube.com/watch?v=40DykbPa4Lc
In the early 2000’s the U.S. government wanted to lessen the obesity rate, but its decision was a barrier for soda companies to gain remarkable profit growth in this country. Therefore, they started to plan a new selling point in order to target broader customers through TV advertisement. I chose the commercial is designed by Pepsi in 2002. The short video used a strategy of narration, which is about an American boy learned Kung Fu in the Chinese temple. There are three factors for its popularity.
First, the theme of this advertisement is Chinese Kung Fu. As we knew, it has more than 5000 years ago in Chinese culture. It is also famous in western countries, such as the movie called Kung Fu Panda. Audiences love to watch Kung Fu because of an impression that the monks are usually held in high esteem based on their effort, courage and determination. Besides that, Kung Fu’s image is a kind of exercise. So when the Chinese Monks are picking up a can of Pepsi soda, it symbolizes that Pepsi is not harmful to human's body.
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Second, a cast of characters are combined Chinese style with Western style in the commercial. While I observe that the scene and most actors come from Chinese, Pepsi seems to please Asian customers. However, if the audience is watching carefully, s/he would discover the main character is an American actor. With this being said, Pepsi can promote its product in Asia. Likewise, it would not offend the locals. Moreover, the commercial spreads out a term of globalization.
Third, a meaningful plot is important, which shows the slogan of 'Ask for More’ during the advertisement. In the clip, no matter how hard the young monk had trained, the Chinese Monks did not accept him. Nevertheless, the young monk do not give up and insists training every day. Suddenly he is inspired that the Chinese Monks have a symbol as same as the top of the Pepsi can on their forehead. Then the foreign monk smashed his head into the vertical can. Finally he is welcomed as one of the team members owing to his symbol. Hence, the slogan brings out a message that the company is willing to sacrifice its time to study every customer’s taste, even to learn the specific countries’ culture.
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Therefore, I think it is an effective commercial. The slogan can match to the plot and it is impressive. After watching it, I feel soda drink is not that worse.