Magavize used
Beverage image retrieved from: Taste of Home Magazine, p.3 April/May issue, 2010.
Readers Digest Association
Advertisement
The mother’s day is one of the most anticipated days of the year by especially those individuals that never get the chance to show appreciation to their mothers, either due to lack of opportunity, matters of distance or any other reason that may deprive people of the opportunity. It is on this day that all types and means of showing appreciation are used to show mothers their value in the family as well as in the society. Companies also play their part in offering this appreciation. This is purposely done for the clients that relate with the company to feel attached, hence enhancing togetherness in uniting for mothers. Such a strategy is used in incorporation with an advertisement for the product offered by the company involved.
Preceding one Mother’s Day, Pepsi Company posted an advert in the Taste of Home magazine which really got the attention of the eyes of whoever purchased that issue of the magazine. The picture used for this magazine was simple but simplicity was avoided in making the advertisement sufficient to draw the attention of the readers of the magazines and particularly the mothers. The picture comprised of a glass filled with the cola and an ice cube floating, surfacing a section with the shape of a love heart. The glass, carrying these contents had the label of Pepsi designed on it but the tilting position would not allow this to be totally vivid. However, the shadowing effect achieved below the image of this glass was sufficient to give the viewer a hint of which company had made this advert, owing to the fact that it reflected the blue and red colors characterizing the brand. At the bottom of the advert were the words “we love you mama” and the logo of Pepsi just adjacent to the words.
This advert is sufficient in convincing any individual into gaining interest to purchase the product, regardless of the intended audience. This can be attributed to the fact that every individual who is appreciative of Mother’s Day was likely to be appreciative of this advertisement. The advert was strategically placed within the magazine, taking a spot on the third page of the magazine. This added onto the effectiveness of the advertisement, owing to the fact that the position of the advertisement would facilitate easier and quicker viewing. The advertisement was also facilitated by the fact that the company considered the interests of the customers involved before identifying themselves in the advertisement. This was achieved by making conspicuous the image of the soft drink instead of making detailing on the name of the brand that had fielded the advertisement. The words “we love you mama” were also used instead of the company’s trademark message. This eased the means of convincing the audience to choose the product without having to use animated advertisements on the television which would cost much as well as reduce the likelihood of being viewed by the intended audience.
One major aspect that makes this advertisement worth the attention it gets from its customers and at the same time achieve the purpose for which it is meant so effectively is the fact that it is done on a magazine that serves the purpose of encouraging people to appreciate dietary matters. The advertisement was strategically placed in the most rightful place, and any individual purchasing the magazine would have an appreciation for the advertisement due to the fact that it relates so well with the magazine. The graphic work done on the page on which the advertisement is placed is also very effective owing to the fact that it contributes in the advertisement’s ability to stand out and conspicuously attract the attention of the reader. Relevance does not therefore lie on the meaning and purpose but also on the proper utilization of the space available.
The fact that the advertisement was sensible and could be easy to relate with for the audience was an effective means of making this advertisement suitable for the market. Sensibility of this advertisement was enhanced by the fact that the beverage just as best consumed had an ice cube in it, and the shape of a love heart was just the perfect for the occasion. This facilitated the purpose for this advertisement. It is fundamental to note that Pepsi, the company that owns this advertisement has been having a lifelong rivalry with a similarly large beverage producing company, Coca-Cola. This makes it necessary that every advertisement created by these brands is competitive enough to be sufficient in convincing the customers to ensure that none of the companies is outdone by the other. It is not a wonder therefore that a magnificent advertisement such as the one observed here was created.
Foregoing the factor of rival brands in relating to this advertisement, Pepsi’s failure to use many graphically created images such as cartoon characters or exaggerated bubbles was a very efficient method to make the advertisement convincing to the adult audience, and at this, mothers. It is also important to respect the fact that the company used a magazine whose audience was the same as the targeted audience by the advertisement used. In spite of the fact that the beverage is marketed for consumption by all types of individuals regardless of gender and age, Pepsi strategized on the interests of women. This method was used due to the fact that the latter was the main focus at the period of release of the advert, and every aspect of marketing or making relations would have to put the interests of women at the forefront. Making the beverage pleasant to women would manipulate every group appreciative of mothers to purchase the beverages from the brand, with some purchasing the beverages as gifts to their mothers. The method was therefore effective for convincing every individual to take Pepsi on mother’s Day and not any other beverage.
Another aspect of this advertisement that makes it special is the fact that the incorporation of the colors in the make up is excellent with the dark foreground contrasting the brightly colored background. The dark foreground is however enhanced to be meaningful and convincing to the audience through using the characteristic caramel color and a bright attractive piece of ice cube to contrast the cola. Making the color choice efficient is the fact that the advert is eye-catching as it contrasts the variety of colors used on the page of the magazine. The fact that the purpose of the beverage is to quench thirst makes the whole picture’s components efficient in making new customers interested in trying this products. Individuals who have previously tried the beverage are made to like it more and stay loyal to the use of the product. The combination of elements in this advertisement is therefore an efficient way of making the product’s marketing easier.
Despite the fact that the advertisement has such a positive influence on the people targeted on this day, the advertisement could also have varied responses based on the effects it would have on them. On people with problems with diet, the response would be very negative due to the attitude such soft drinks create on such individuals, based on the high level of calories this beverage contains. These individuals would not find any difference, considering the fact that they would not have the opportunity to consume the beverage. Considering the fact that Pepsi used a message dedicated to all mothers, the advertisement would still make the mothers with such conditions feel appreciated and this is the positive aspect of this advertisement with these individuals in consideration. It is fundamental to note that the individuals targeted as the market for the magazine are appreciative of diet and would not have a problem with the advertisement’s purpose in the magazine. The advertisement can be considered as successful in achieving its main purpose, encouraging customers to purchase the product, and promoting the magazine on which it is posted.
References
Beverage image retrieved from: Taste of Home Magazine, p.3 April/May issue, 2010. Readers Digest Association
