“Disgusting…” (Visual TOW#15)

       What’s the difference between the popular Coke and the almost just as renowned Pepsi? The answer, officially, is there are no differences. Coke and Pepsi are two products derived from the same method. Ironically, the two brands belong to two different companies, which results in an intense advertisement competition of the same product to see who can gain more popularity globally.

       With vigor, determination, and a tint of condemnation, Pepsi Company presented yet another advertisement belittling his arch-enemy Coke and praising itself. The aim is simple: to gain credence and favor from the general public, and so is the presentation. Using humorous personification and simple juxtaposition, Pepsi Company strikes again at the “Cokes”, and though little depth is in the message, the straightforward and memorable picture will surely stay in the minds of all who saw the advertisement.

       In the advertisement, the straw for the Coke acts vividly as a human, and the humorous connotation of its action adds another reason for the audience to remember the message. Stretching out his “hand” and clinging tightly to the edges of the Coke opening, the straw is clearly very resentful of even touching the Coke liquid, as if infinite doom is waiting inside. The funny reaction of the straw, its deep and seemingly fanatic determination not to touch the Coke liquid, instantly deepens the audience’s negative impression on Coke. Surely no one will want to drink a liquid so terrifying that even a straw is disgusted and afraid to touch.

       Adding on to the negative impressions of Coke, Pepsi Company turned around and showed the beauty of their own product through another straw, creating a clear juxtaposition of quality for the audience to remember. While the straw of the Coke is trying with all his might not to be touched by the Coke liquid, the straw of the Pepsi is comfortably enjoying the drink and relaxing. The quality difference is imminently made obvious, and Pepsi, which straws like, will probably have an advantage over Coke, which straws despise, next time the audiences go out for shopping.

       Choose Pepsi next time.