Pepsi Advertisement Analysis - Essay Example

Pepsi Advertisement Analysis Essay

Now it has become obvious to everyone that the largest and fastest-growing library in the world is the Internet. Its wilds contain information on any issue, including those that are of interest to professional advertisers, for example, according to a comparative assessment of certain brands, including Pepsi. The only problem is that there is so much of this information, and it is scattered on so many different sites that it is almost impossible to analyze it manually and make any reasonable estimates. So valuable resource bowl disappears. Methods of computer advertisement content analysis offer a specific solution to this problem. They should not be confused with the usual search for textual information, abstracting, content analysis, interpretation. Initially, content analysis was conceived as an objective method of text analysis, the results of which would not depend on the personality of the researcher, nor on where and when this analysis is carried out. It consists in revealing the frequencies of appearance in the text of certain characteristics of interest to the researcher that allow him to draw some conclusions regarding the intentions of the creator of this text or possible reactions of the addressee. In a particular case, such characteristics may be words with a particular emotional load, marker words of certain psychological states (eating cheese and drinking cold fresh beverages from a blue bowl as an image), etc. If we take a more familiar example to advertisers from the field of NLP (neuro-linguistic programming), then these can be predicate words representing various representative systems. Over the more than one hundred years of the existence of advertisement content analysis, many examples have been accumulated of its fruitful application in sociology, psychology, political science, advertising, etc. Being aimed at an objective study of texts to study the social processes (objects, phenomena) that these texts represent, it allows you not to lock in the framework of the texts being analyzed, but to gain new knowledge about extra-linguistic reality. Over the twelve years of the existence of the VAAL advertisement project, dedicated to the development of computer tools for conducting a content analysis of texts, several programs of the same name have been created that greatly facilitate the solution of these problems. Including created and a special program VISpy to search the Internet for advertisement information on various issues and save it on your computer for subsequent content analysis. Now, the study, which previously, conducting focus groups and sociological surveys, would have to spend a lot of money and time, can be implemented by one person within 2-3 hours. In this Pepsi advertisement analysis essay, let us consider a comparative analysis of the Internet image of the brands of the most popular carbonated drinks, based on the methodology mentioned above. Given the fact that the Internet has its representative offices, more or less large manufacturing and trading companies, the media, and advertising companies, it contains reports on press conferences and presentations, it has numerous forums, etc. Such an analysis is truly representative and allows you to take into account a wide range of opinions. It should be emphasized once again that it will not be analyzed the advertising of drinks, but the effects of its impact on people. Real advertisement hangs on the streets of cities, is shown on TV, sounds on the radio, to a small extent is presented on the Internet. It is much more interesting to evaluate what image of the analyzed brands it has formed in the heads of people. Using the VISpy advertisement analysis program, we searched and compiled available online publications for September 2002, which mentioned the blue style advertisement names of such cold bowl drinks as Coca-Cola, Fanta, Kvass, Pepsi, and Sprite. In total, a little more than 10 Mb of text was typed for a viewer that likes to eat cheese and drink from the curls. This is approximately 12 million word usage or 3 thousand pages of advertisement text. Obviously, manual analysis of such a volume of cold bowl image drinks advertisement information is practically impossible.

The power blue image category includes words that describe the establishment, maintenance, or restoration of one’s power, one’s impact, control, or influence on another person, group of people, the world as a whole. In addition to actions, the category of power includes the nominalization of power, state, army, jurisprudence, management, and the sphere of money. Examples of such words are allowed, demand, law, general, president, teach, threat, thank, be angry, etc. Under the motive of achievement refers to image activities aimed at achieving success in various fields. The relevant advertisement category includes such words as to make, understand, plan, task, solution, seek, success, act for a viewer that likes the blue style cold drink bowl when they are eating curls of cheese. The advertisement category of motivation for Pepsi affiliation includes words of curls that describe the search for friendships, communication, social support, love - friendship, communication, guest, resentment, together, cooperation, curls, bowl, blue style of the layout for the viewer, etc. The category of physiology curls includes words related to the name of physiological needs and stages of biological life (hunger, thirst, sleep) and actions aimed at satisfying the corresponding needs (eat, cold drink, have lunch, breathe, sleep, eating cheese).Consider the following examples: “During a meeting between the president and bankers, they were handed Coca-Cola.” The proposal expresses the motive of power since there are nominalizations - the president and bankers. There is an association between the rule of law and the rule of money with Coca-Cola.“It’s good to quench your thirst with kvass on a hot day and eat curls of cheese!” - expressed physiology (quenching thirst and hunger) for the viewer. “In a friendly company, we always drink Fanta and eat cheese” - the motives of affiliation (friendly company) and physiology (drink and consuming curls of cheese). “A blue glass (bowl) of a cold Pepsi develops imagination of the viewer” - the motive for achievement (imagination) and physiology (to develop) in curls. The absolute leader again is Coca-Cola, the second place at Pepsi. At the same time, achievement and physiological motives are primarily associated with the Coca-Cola curls brand and the power motive with Pepsi (cheese) for the viewer. When assessing which brand is represented better, it is necessary to take into account not only the total severity of motives (cheese) but also their structure, since different target groups prefer different motives for the viewer. For example, women prefer physiological motives and affiliation. Men are power and achievement. For people under the age of forty, motives of power, achievement, and physiology come first. Older age is relatively better related to affiliation. Knowing this, it is easy to understand that the Coca-Cola brand is really the most successful, even compared to Pepsi. In addition to the specific content of Pepsi motives (curls of cheese), their direction is also distinguished. In the collection “Mission of NLP,” the direction of motivation is defined as follows: “The direction may be To what we want, or From what we do not want. The direction of motivation is a mental program that affects our whole life. At the biological or physical level, each has developed two types of motivation in itself - From and To, from pain, trouble, stress, to please, comfort, relaxation, eating cheese, etc. These are two different styles of motivation, and both are suitable in different situations for the viewer. If you trace the benefits arising from both directions of motivation, you can see that strategy K is more focused on the goal and strategy From - on identifying and solving the problem. At first glance - when comparing both the motivations of K and Ot - it may seem that strategy K is more attractive for the advertisement. Although Strategy K is more common in people who have already achieved something significant in life, a less valuable O strategy can also help you succeed in the image of Pepsi.