This advertisement is from the very beginning of the 1980s, when the Cola Wars were really in full swing. Pepsi began to use spokespeople to make an impact. This particular advertisement features a young boy singing and dancing to a Michael Jackson, when suddenly Jackson himself appears, dancing and singing. This served as advertising not only for Pepsi, but also for Jackson himself. He was only just beginning to establish himself as a solo artist, as opposed to a member of the Jackson 5 . This commercial aired on various television platforms during the early part of the 80s. It was highly popular at the time, boosting both Jackson and Pepsi up.
64 Now ya see it, now ya don’t, Here ya have it, here ya won’t, Diet Pepsi, one small calorie, Now ya see it, now ya don’t, That great Pepsi taste, Diet Pepsi won’t go to your waist, Now ya see it, now ya don’t, Diet Pepsi, one small calorie, Now ya see it, now ya don’t.
65 Now You See It The one big thing with this commercial is that Pepsi will help you lose weight. It uses “show the product” and “show the benefit” as it’s message strategy. For the message formula, it uses demonstration and spokespeople modeling their bodies. The tactic of advertising the diet pop so specifically was that a new health trend was on the rise —men and women were buying drinks labeled “diet” more than any others because they believed that this title and the lack of calories would help them to lose weight, or keep the weight off ( ). Although the allegations that Diet Pepsi would make you lose weight were incorrect, it boosted sales for the company. Because of this trend, Diet Pepsi sold fairly well. This was maintained for a while, but competition with Coca Cola lowered revenue.
66 “Like a Prayer” – Madonna “Go ahead, make a wish.”
67 Madonna The one thing for this ad is that Pepsi is inspirational. It uses “show the product” and “testimonial/case history” as its message strategy. For the message formula, it uses spokesperson. This advertisement is meant to be inspirational, with Madonna singi ng her song “Like a Prayer,” and at the end telling herself as a young girl to “Go ahead, make a wish.” During the Cola Wars, Coke and Pepsi both turned to celebrities to gain more attention from consumers. Prior to this Madonna commercial, the Michael Jackson Pepsi commercial was a huge success. Initially, the “Make a Wish” commercial was hugely popular. However, when Madonna released her own music video for “Like a Prayer,” a huge controversy ensued. In the video, Madonna witnesses a rape and dances provocatively before a burning cross.
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