How the messages in the advertising help to shape or affect lives and the values of our culture over time?
...ther suits” (Hello Magazine, 2005, p.1). Pepsi has consistently presented itself as cool and cheerful image. The influential icons the ad used have a great impact on the society and the image it present are very successful to make to ad looks much more desirable. The way the ad presented and the theme the ad used also unforgettable which really success for the company to meet their objectives of getting consumers’ attention and building brand salience. The ad gives the image to consumer feel they are being cool and trendy if they drink Pepsi. These advertisement have invariably shown famous or popular singer and athletic of both sexes in hustle and bustle environment. The ad takes entertainment popular artists and athletic is good looking, sexy, fit and fashionable but also appear to be part of a peer group together. Pepsi drinkers are portrayed as those who go out often with an intelligent and gorgeous peer group who are attractive, confident and living life to the full. As mentioned above, the main theme of this ad is samurai which is inspired by the recent popular movie of “Kill Bill” and martial arts. This ad is not only targeted at young people who are actually like those portrayed, but also to the majority. The image given by the ad is one of the signs to make young audience be a part of such cool and trendy, if given the chance. The message is presented as an essential part of the personal attributes of those who lead this desirable life. The ad is created their own customs that influence people to think who they are and what they are like; particular influential people are used to shape or effect identity (Windschuttle 1987, pp.216-217). Consequently, the ad does not only sell their product but also lifestyle and values associated with it. The Pepsi ad sells more than a soft drink; it sells to the audiences the kind of girl power they may wish to experience, based on popular female fantasy. The ad is a strange mix of "girl-power" and engrained male domination fantasies (Ross 2000, p.3). The two females subjects of the Pepsi ad are cool and aggressively. Many males who act as enemy to the action inhabit the pub (Lull 2000, p.19). When J-Lo and Beyoncé enter the pub, it is clear that they are entering a male-dominated realm because they remain monitored by the masculine gaze. Those enemies are moved directly and stopped J-Lo and Beyoncé to drink Pepsi while they sit on the bar (Lull 2000, p.19). The ladies started to fight with the guys aimed to grab the drink, and therefore represent the dominant viewpoint and ideology for the entire commercial. At the end of the ad, David Beckham raises his eyebrows with a smile to the ladies. While one connotative meaning of this symbolic gesture could be read as masculine surprise at aggressive female gestures, it could also be read as a pleasurable half-acceptance to the "feisty female" who is there to entertain the male ego, as indeed the ladies do not fail to entertain male sexual fantasy and could be seen as victors of male dominance at the end (Ross 2000, p.4). The ad sways between feminist independence and male fantasy, particularly fantasy concerning female as sex objects. The intended audience for the spot is youth and easily able to place themselves in the character's roles who believe female as sex objects. At the same time, this ad is launched in more than one countries and hence it disseminates messages establishes a common mode of communication among target audiences in different parts of...