Commercial Analysis

The commercial I picked for analysis is the Pepsi Cola commercial broadcasted in Hong Kong & China area, dated back to 2010. The analysis here begins with description of commercial, followed by message delivered & target audience analysis.

First, description of commercial. The storyline of commercial is set at around two hundred years ago, the era of stone. A group of people tried to save a boy whose life was threatened by a giant monster, who wanted to grab the boy's Pepsi Cola. The story begins with a boy holding a Pepsi Cola, was being chased by a giant monster which looked powerful & frightening. By the time the monster almost caught the little boy, two heroes flew in and carried away the boy just in time, showing the speed and flexibility of two heroes. After that, the monster still didn't give up and continue chasing. More heroes appeared, standing at two sides of monsters, exert more power to attack the monster so as to protect the boy. Then a girl appeared, by the time the monster almost stepped on her, she managed to fly away swiftly and easily. All these characters appear to be very calm whilst fighting against monster, showing that they have superior power over it. Then, all heroes cooperated and exerted power together onto the monster till its head burst and killed.

After the monster died, all heroes accompanied the little boy to visit a girl's home. In this scene, it revealed why little boy had been keeping and defending for Pepsi Cola, it was all because of a little girl he liked. He wanted to give the Pepsi Cola back to the girl whose Pepsi was taken away by monster before. As the girl saw her Pepsi back, she screamed in shock, 'Oh my Pepsi!'. She looked extremely thankful and happy. At the same time, another elder lady stood behind, and asked one of the heroes(main character), 'Is there any more Pepsi else?'. The hero answered with timid smile, 'Yes, there is more.' This is the end of story.

Second, important features & message delivered. 1. All cast members inside are dressed in blue, the typical color of Pepsi Cola, thus representing members or delegates of Pepsi Cola. They have extraordinary power which allows them to fly up to sky, emit flashy lightening, and electric attack to enemies. With the contrast to giant monster, they are small in size but able to defeat monster, reflecting that they are very powerful and strong. They are shot in a way as a group of heroic, helpful and kind-hearted saviors, because they saved the boy and destroyed the devil icon. The producer built up these positive images so as to project the same impression of Pepsi to audience, and simultaneously to generate admire from audience.

2. All these characters inside commercials are meticulously chosen by Pepsi Company. They are all the most popular & outstanding stars of the year across Hong Kong, Taiwan