-COMMERCIAL EVOLUTION-
In 1950, James Dean landed his first professional acting job playing a small role in the below Pepsi commercial. The actor was paid only $30 for his participation (Key Light Enterprises,LLC). Overall, the commercial claims that to be popular you must drink Pepsi-Cola, for popular sociable people drink Pepsi. They also claim that their beverage is affordable enough to serve at social functions. This commercial is effective because it combines music, dancing, and an upbeat atmosphere that leaves the commercial’s claims lingering in your thoughts.
Below is Pepsi’s 2002 “The Joy of Pepsi” commercial featuring Britney Spears. Pepsi’s campaign with Spears capitalized on cool youth culture and sexualized representations of women to become one of the brand’s most iconic advertising campaigns. This type of female representation is commonplace in advertising, by styling her in Pepsi themed clothing she further becomes a product of Pepsi that is available for physical consumption by the public. Britney is not physically capable of being consumed; the closest the public can get to consume her is through her products. Consuming Pepsi thus can equate to consuming a piece of Britney. The advertisements allowed Pepsi to gain the abstract associations of Britney Spears’s image: hot, fresh, and popular. This advertising campaign with Britney Spears strongly reinforced Pepsi’s brand identity as the young, hip, and progressive cola (Connoradvsoc).