Bonds of Family or Beautiful Illusion - Analysis of a Pepsi Commercial from Semiotic View

Chen Ge

Mercedes Eng

English 101D

13 July 2016

Bonds of Family or Beautiful Illusion:

Analysis of a Pepsi Commercial from Semiotic View

Nowadays, each corner of society is filled with various advertisements, which have a significant impact on our daily lives “regardless of location” (E. Quinn and R. Quinn 210). As is known to all, advertisements are used to show how products satisfy needs or increase happiness of consumers even they do not need. Along with the development of economy, changes are taking place in advertisements quietly and one main difference is that companies are more aware of combination between advertisements and cultures since they no longer merely use advertisements to encourage people to spend money on products, but also to tell consumers to buy a way of life these brands represent. An obvious transition is that advertisements pay more attention on how to create extra value on culture level because “How advertisements are viewed depends on the belief system of a particular culture” (E. Quinn and R. Quinn 214). There is an increasing tendency to understand the importance of culture in determining individuals consumption behaviors since “culture is the shared values, beliefs, and experiences of a group of individuals” (E. Quinn and R. Quinn 210) and “utilizing a cultural thought process for marketing can further identify specific strategies for tangible results” (E. Quinn and R. Quinn 211). As a result, semiotics is playing an increasingly important function in advertisements and gradually applied in advertisements to broadcast brands influence and, of course, increase their sales. In order to illustrate this phenomenon, I select a Pepsi commercial, which is launched in 2012 in China, as an example to analyze how semiotic concepts are applied in this commercial. This commercial are themed with family and are full of thick warmth, which is completely opposite to Pepsi spirit shown in previous commercials. Moreover, it wins high praise of public and become a classic case in practical application of semiotics concepts.  

There is no doubt that Pepsi is a successful company in brand construction and broadcasting. Pepsi was established in 1898 by a pharmacist, Caleb Bradham, in New Bern, North California. Through more than one century continuing development, it have became  one the of largest carbonated soft drink and fast food company. According to Pepsi most recent annual report, the company generated net revenue of 63 million U.S. dollars worldwide in 2015. Its aggressive competition rival Coca Cola is one of the most famous case of oligopolistic competition in global market. Its red, white and blue circular symbol has widely recognized around the world and “is an important advertisement and branding feature that is recognized by many” (E. Quinn and R. Quinn 219). The spirit Pepsi always advocates is “Ask for more” that “consumers have become familiar with Pepsi products through different advertisement slogans such as ‘More Bonce to the Ounce’ or ‘the Pepsi Generation’” (E. Quinn and R. Quinn 219). The brand has been stands for forge ahead and “to be different”. Moreover, Pepsi also invites many super stars, who stand on the fashion front, to be endorsements, such as Michael Jackson, Beckham and Beyoncé, which is the best interpretation to Pepsi brand culture. However, from 2012, Pepsi released a series of commercials in China, called “Bring Love to Home”, for the purpose of celebration to Chinese Lunar New Year. Unexpected, the theme of this series is totally opposite to that of past. It is should be pointed out that the influence of culture can not be ignored in the formation of this commercial.