Advertisements and Their Impacts

Running head: ADVERTISEMENTS AND THEIR IMPACTS
Advertising and Their Impacts.
Name of the Student:
Name of the University:
Author Note:

1
ADVERTISEMENTS AND THEIR IMPACTS
Stage 1: Controversial advertising:
Advertisement 1: Pepsi advertisement featuring Kendall Jenner:
Part a: Objective of the advertisement:
The objective of the advertisement of Pepsi featuring Kendall Jenner was promoting the
power Of Pepsi to refresh moods of the consumers of diverse backgrounds and spreading
brotherhood. The advertisement had protestors, mostly black people marching towards a crossing
while police officers on duty were shown readying themselves to confront the protestors with
heavy hands. Kendall Jenner, played a super model who was shown shooting at that spot. She
left shooting and walked towards an officer handing over a can of Pepsi to him. The police
officer was shown smiling while the protestors were shown cheering. The objective of the
advertisement according to a representative of Pepsi Co, the company which owns the
brand Pepsi was to spread fraternity, unity and understanding among the different
communities of people (independent.co.uk 2018).
Part b: Intended audience:
The intended audience of the Pepsi advertisement was the younger generation consumers
who consume aerated drinks to refresh themselves. The target audience of the advertisement also
consisted of consumers of diverse communities like the black Australians and white American
exemplified by the black protestors and Kendall Jenner respectively.
Part c:
Pepsi Co did not choose the controversial advertisement by intention and intended to
show unity and brotherhood. However, it faced controversy of showcasing racism in Australia
due to its inappropriate portrayal of the manner.

2
ADVERTISEMENTS AND THEIR IMPACTS
Part d: Effectiveness of the advertisement:
The advertisement did not prove effective in increasing the sale of Pepsi in Australia and
in fact earned Pepsi a negative market image. The advertisement hit the marred the market image
of its chief brand ambassador Kendall Jenner and earned her the title of a racists.
Part e: Improving the advertisement:
Pepsi Co in order to improve advertisement could have chosen a different background
other than political context. The second largest beverage manufacturer in the world could have
shown a sports or youth related advertisement.
Part f: Impact of the advertisement on the brand of Pepsi:
The controversial advertisement had a devastating impact on the brand ambassador
Kendall Jenner and on the brand image of Pepsi. According the international fashion magazine,
the Vogue, the advertisement earned Kendall a negative image which hit the model and actress
badly (vogue.co.uk 2018). As far as Pepsi is concerned, the MNC was forced to withdraw the
advertisement from the market to save its brand name from suffering further damage.
Advertisement 2:
Part a: Objective of the advertisement:
The objective of the advertisement of Procter & Gamble was showing the pentapeptides
in its product Olay is capable of reducing aging of skin. The advertisement aimed to assure the
consumers of the fact by citing alleged support of World Congress of Dermatology
(theguardian.com 2018)

3
ADVERTISEMENTS AND THEIR IMPACTS
Part b: Target audience:
The advertisement of Olay cream targeted the middle aged female consumers whose skin
had started showing signs of ageing like appearance of fine lines. Economic wise, the
advertisement targeted the upper middle class with sufficient disposable income since Olay is
priced above average.
Part c: Reason of P&G for choosing the controversial advertisement:
P&G did not choose the advertisement and use of name of World Congress of
Dermatology to create controversy. The world largest FMCG good marketer in fact used the
name of the body to convince the consumers suffering from premature ageing skin that Olay is
capable of benefitting them due to presence of pentapeptides in its composition (theguardian.com
2018).
Part d: Effectiveness of advertisement:
The advertisement of Olay P&G bearing name of the World Congress of Dermatology
was confusing to the common consumers who had no knowledge about the body. This is why the
advertisement was expected to be less effective than P&G’s expectations. However, the
advertisement was not as devastating as the Pepsi advertisement featuring Jenner was
(vogue.co.uk 2018). The advertisement did not hamper the market image of the brand
ambassador Eve Cameron unlike the former advertisement did to the image of Kendall Jenner.
Part e: Improving the advertisement:
P&G could improve the advertisement by making the presentation more consumer
centric. The advertisement could have had one women suffering of ageing dermatological
symptoms by using Olay suggesting the product to another women suffering from similar
problems.