Pepsi highlights the view of how men are supposed are to always supposed to carry through an “Alpha Male” mentality. In the commercial, Pepsi suggests that men can deal with pain but cannot tolerate diet soda. Thus the creation of Pepsi Max, “the first diet cola for men”, since “Diet Coke” is associated with women (femininity of weight watching).
The Pepsi Max commercial presents “typical” masculine characteristics such as being emotionally insensitive and egoistic, tough, action oriented, and brave.
This commercial features different scenarios in which men get injured accidentally, due to usually their own or a fellow male’s clumsiness or incompetence. In a way, the commercial implies that men are accident prone, have issues with concentration for prolonged periods of time, and simply cannot multi task. After being inflicted with life threatening injuries, they are not hospitalized nor experience excruciating pain, or even respond with “ouch” or profanity, they calmingly respond with “I’m good”, and continue with what they were previously doing.
They give an impression of “tough men that can handle anything”. This portrayal of men fits well with what society expects of them and it further outlines the traditional view of how young boys were taught the “right way” to act. In recent promotional and marketing strategies, portraying the “expected” gender roles is crucial in marketing a product successfully. However, it is not as if media executives forced their ideological influences of “extreme masculinity” on to their audiences. The roots of this traditional ideology existed much before commercials , T.
Coca-Cola Coca-Cola was founded in 1886 by John Pemberton who was a civil war veteran and Atlanta pharmacist. Today, Coca-Cola company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, over 10 billion gallons, used to produce nearly 400 beverage brands. Also, Coca-Cola has been ranked the best value of brand name on the world for ...
V. or movies. Not all, but most parents teach and enforce the expectation on boys to “take things like a man”, “rub some dirt on it” and just generally avoid any behavior that code remotely be considered feminine. Pepsi represents these Blue Collar men (which are defined by The Meriam Webster Dictionary as wage-earning workers who wear work clothes or other specialized clothing on the job, such as mechanics, longshoremen, and miners) in this way because, the reality is, there is some relative truth to this stereotype.
The stereotype of average middle aged Blue Collar men between 30-40, who most likely enjoy football, as it is well known national sport, and the pride of many competing high school teams. Because Blue Collar jobs do not pay high wages, the men shown are wearing jeans, unbuttoned shirts with sweat on their undershirts, and the are working on house repairs and renovations, as opposed to White Collar men who would most likely hire someone to do their handy work. The language used by the males in the commercial is very general informal American register.
When injured, each male replies with a simple “I’m good. ” rather than a somewhat white collar response of “I’m fine”, “I am not injured” “Im ok” etc. This word choice is useful as most Blue Collar males have not attended college or university, therefore leaving their vocabulary less “sophisticated” then it could have been if they had furthered their education beyond high school. Another major language aspect of the Pespi commercial is the actual statement made by the male voice over at the end “Men can take anything, expect for the taste of diet cola… until now.
Pepsi Max: the first diet cola for men! ”. The use of the words “diet cola” rather than “diet coke” is done intentionally because “Diet Coke” is a CocaCola product, and direct use of a competitors name would have left Pepsi with a serious law suite. Ironically, a diet Pepsi does exist, but Pepsi may have wanted to target a new market segment with “Pepsi Max”. “Men can take anything, expect for the taste of diet cola. Until now. Pepsi Max: the first diet cola for men! ”, as the voice over plays, a can of Pepsi Max is crushed. What was Pepsi’s intention by doing this? If men could ealistically get injured in those critical manners without feeling pain, why would they be less masculine to consume diet Pepsi or diet Coke? This SuperBowl ad presents the stereotypical sides of males that people often see when men are watching football. If by chance there is relative truth to those stereotypes, then this commercial will be useful as a part of product promotion strategies. Even though the market segment targeted is Blue Collar males, there is a large implication towards women. If its inappropriate for men to consume diet Pepsi or diet Coke because they are “too feminine”, why is it acceptable for women to drink?
Stuttering and the Black Male: Another Form of Discrimination Prepared by Cara Williams For English 399-01 Dr. Lee April 26, 2000 I. Introduction My study is on stutterers. I will be looking in depth at what stuttering is and how it affects African American males. I will be conducting a case study on a young man who stutters and the social implications of his dys fluency. This is important in the ...
The commercial implies women are too delicate to withstand pain the way men can. Since men are presented as more superior and stronger then females, why are they not mighty enough to avoid being judged by what kind of soft drink they consume? The media sets gender roles and stereotypes men and women like this, influencing peoples mentalities, and creating tunnel visioned thinking amongst its audiences. Adolescent males who view this Pepsi ad are influenced to believe that they must act way the men do in the Pepsi ad; being strong, withstanding unbelievable amounts of pain, and to maintain a “DIY” attitude.