This
particular Diet Pepsi commercial uses transfer, humor, sex appeal, and snob
appeal to sell its product. There are several shots, including close-ups used
in montage form to show various women, including Cindy Crawford and another man,
looking at the man walking down the street. Even when they are not in the focus
of the camera, you can still see them grouping up behind him. The commercial
also uses transfer to insinuate that by drinking Diet Pepsi, you will be fit,
thin, and ridiculously attractive. It also implies that not only will be you be
attractive, but you will be extremely happy. The man in this commercial is made
to look cool, because he is sauntering down the street to the BeeGee’s “Stayin’
Alive”, which was made iconic in the movie “Saturday Night Fever”. He’s also
dressed very average with jeans, a t-shirt, and a knit cap, but there seems to
be a bit of snob appeal rather than appealing to the “plain folks”. Even though
he is not very glamorous, there is more of a hip, ruggedness to him that makes
him seem better than the average folks. At one point, the camera pans up from
his jeans to him taking a drink from the can of Diet Pepsi. The use of sex
appeal is obvious by having an attractive man being followed by a mob of attractive
women, especially when several of the looks given to him are suggestive.
http://www.youtube.com/watch?v=cPLCsqUfuEk&feature=related
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I completely agree that this commercial uses a whole lot of sex appeal. The short shot duration of the women’s faces give the audience the feeling that there are so many people staring at him. The camera also uses shots of every kind of women. This use of mis en scene shows that all women are attracted to this guy, just because he is drinking diet Pepsi. The idea of transfer is used to tell the public that if they drink the product, they will be just as attractive and popular. The ad also uses phallic elements because of where the actor is holding the beverage. I definitely think there is some sort of snob appeal to the commercial. While they aren’t selling anything expensive or fancy, the man walks with a sense of confidence. I think the word “ruggedness” perfectly describe the cool image that the ad is trying to sell. The ad throws in a bit of humor by adding in a shot with a small dog following the actor followed by the attention of a man. Everyone seems to like the guy with the Pepsi. The last shot of the commercial shows the guy in front and in focus, while the mob behind him is blurry. In a way it implies the power the man has over everyone around him, because of the product.
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