A Pepsi Commercial's Lesson for Advertisers - The New York Times - 1 views
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And the commercial (Pepsi calls it a “short film”) drew the most intense disgust from the very people whose experiences it tried to reflect.
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I can imagine that it was born from some combination of good intentions, corporate hedging and a huge failure to grasp the limitations of advertising on the part of the people working for Pepsi’s in-house content agency.
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In the wake of Donald Trump’s election, there has been a rash of advertisements seeking to remind consumers of what really makes America great, or to push saccharine messages about the idea that by working together, we can fight evil and make the world a better place.
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Advertising has long had a parasitic relationship with culture, most infamously when it comes to themes associated with African-Americans — even when the goal is not to specifically reach that audience.
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To pull off an ad that nodded to the contemporary fight against racism, Pepsi would’ve had to somehow acknowledge a point of view without trying to adopt it wholesale, speaking on behalf of a community it didn’t understand, or exaggerating its own awareness.
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A successful advertisement always requires a successful understanding of psychology. it is as complicated as language as they both try to explain and communicate ideas to the general public. This pepsi advertisement is obviously a example of a communication failure that fails to deal with the cultural context of the society of the views. I believe that the pepsi company is not trying to show racist in its advertisement; however, the possible interpretation or response of the advertisement from the audiences should be analysis before it being release. I think regulation is needed in advertisements. --Sissi (4/9/2017)