Ad Analysis The NFL SuperBowl

The NFL SuperBowl is pretty well known for its commercials, they draw lots of attention and usually consist of things that set them apart from others. These companies pay lots of money to have their advertisements aired. Pepsi being one of these companies. In 2019, Pepsi released a commercial featuring comedic actor Steve Carell, rapper Lil Jon, and hip hop artist Cardi B. The commercial is about Pepsi being “more than okay”. Pepsi effectively uses its latest advertisement campaign by showcasing famous celebrities, popular music, and flashy, bright colors in order to increase the sale of their product.

Pepsi was created in 1893 by Caleb Bradham in his Drug Store in New Bern, North Carolina. The original name of this new drink was called “Brad’s Drink” after Caleb Bradham himself. It was made with a mix of sugar, water, caramel, lemon oil, nutmeg, and cola nuts. On August 28th, 1898, Brad’s Drink was renamed to Pepsi after pepsin enzyme. Bradham believed that his drink was a “healthy” cola that helped with digestion(Arcgis.

com). Since then, Pepsi has become one of the most sold Drinks of all time. And is sponsored at many different events, including the NFL since 2002.

This commercial starts out with a lady at a restaurant ordering her food. She says to the waiter that she wants a coke then the waiter asks if Pepsi is okay. Then a Steve Carell overhears them and asks if Pepsi is okay in a very shocking way that it is obviously okay.

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He starts to compare other things that are clearly okay, such as puppies, a shooting star and a child laughing. Then he convinces the waiter to say, “is Pepsi okay?” more confidently and with pride. Then the guy points to Lil Jon at a different table and he yells “okay” in a very excited tone. Soon Cardi B comes in the restaurant with a Pepsi and sparkling nails matching the colors of Pepsi yelling “okay!” By the end the lady who was ordering says, “I want a Pepsi.”

The Pepsi SuperBowl commercial uses ethos, pathos and logos to get their point across, which is for us to buy more of their product. According to the article, “Examples of Ethos Logos, and Pathos”, Ethos (sometimes called an appeal to ethics), is used as a means of convincing an audience via the authority or credibility of the persuader, be it a notable or experienced figure in the field or even a popular celebrity. Pathos (appeal to emotion) is a way of convincing an audience of an argument by creating an emotional response to an impassioned plea or a convincing story. Logos (appeal to logic) is a way of persuading an audience with reason, using facts and figures. First off the commercial was using logos. When Steve Carell asked if Pepsi was okay he asked if puppies were okay, if a shooting star was okay or a child laughing is okay, he was using reasoning to a general audience. The audience was agreeing because everything that he named is more than okay. The producers put common popular trends that everyone loves, like puppies, into this commercial so that everyone can agree to it, not just a specific type of culture or person, everyone.

They also used pathos. The producers used emotion because they want the audience to remember this commercial in a certain way that touches their hearts. They want to persuade those who are watching to buy Pepsi by convincing them that Pepsi is more than okay by making them feel like it really is. People tend to believe something when somebody tells them it over and over again. Sort of a belief of repetition. The Pepsi Company. takes advantage of this mindset by repeatedly saying that Pepsi is more than okay in the commercial. Something else that the producer did in this commercial to make the audience feel a certain way is, putting Steve Carell, Cardi B and Lil Jon in it. All three of them are very popular celebrities. People are more willing to buy a certain product if it is sponsored by someone they like who is a celebrity of sorts. This is called ethos. It is ethos because the author is using social persuasion by putting celebrities in the commercial.

Pepsi ultimately successfully uses famous celebrities, music, and bright, flashy colors to increase sales of their product. By using logos to make the audience agree with what the commercial is saying, using pathos to evoke emotion to cause the audience to remember the commercial by pulling at their heartstrings, and ethos by having celebrities in them.