1. 20 years ofZo CumlerZoProfessor Maureen EbbenCMS 200: Research Methods in Communication4/22/12 Picture: (en.wikipedia.org)

2. Motivation for ResearchPepsi has been a popular soft drink for many years. The television many commercials for Pepsi have transformed year after year, and provide a great example for how Television ads have changed over time. time. 3. Question:How have TV ads changed over time?Pictures: (http://gregglitman.wordpress.com/; futurity.org) 4. HISTORY OF PEPSIPepsi-cola (originally named Brads Drink) wasinvented in New Bern, North Carolina in 1898 bypharmacist and drugstore owner, Caleb Bradham.Bradham founded the Pepsi-cola Company in 1902 in aback room of his pharmacy.The first Pepsi advertisement made history with itscatchy jingle when it was played over network radio in1940.One of the first Pepsi commercials to air on televisionwas in 1950, featuring James Dean in his first paid jobas an actor.Beginning in the 1990s, Pepsi-cola starts operationsworldwide.(pepsi.com; retronaut.co) 5. Advertising HistoryAfter the Great Depression, Pepsi begins using the theme, Twice as Much for a Nickel in 1939 to show customers that it is still affordable.In 1950, Pepsis theme is changed to More Bounce to the Ounce when the company is forced to raise its prices.To reach out to the younger, trendier audience, Pepsi changes its theme in 1958 to Be Sociable, Have a PepsiIn 1966, Pepsi introduces Diet Pepsi to the mix, whos new musical campaign, Girlwatchers was a Top 40 hit.The Pepsi Generation campaign was launched in the early 1960s and continued through the 1980s. (Pepsiusa.com; Pepsi.com) 6. Gender StereotypingIn a study done by Martin Eisend (2009), he found that the odds that females in ads are associated with domestic products (body, home, food) is more than two times the odds for males (p. 431).According to a study done in 2000 (Coltrane, Messineo), researchcontinues to prove the use of gender stereotypes in advertising,with women shown as young, thin, sexy, smiling, acquiescent,provocative, and available (p.369). On the other hand, malecharacters are portrayed as knowledgeable, independent,powerful, successful, and tough (Coltrane, Messineo, et al.).Women are often shown wearing clothing that is sexy, revealing, alluring, etc., and are usually the focus of anothers attention (Signorielli, McLeod 1994). 7. Cola WarsHuron (as cited in Klein, 2008), explains that Pepsi and Coca-Colaare examples of parity products, where similar productscompete very closely with each other in advertising.In Morarus study (2010), the positioning efforts in the competition between Pepsi and Coke are explained. The author describes how Pepsi started as a poor and distant relative, but had used every moment of Coca-Colas weakness for gaining points in front of the enemy (p. 53). Now, Pepsi is just as stable as Coca-Cola.Klein (2008) explains how Cola companies compete by usingpopular music in their advertising as a way of saying that musiccan change the world, and transformed it into the suggestionthat cola can change the world (p. 16). 8. Child-TargetingIn a study about ads targeting children (Warren, Wicks, Wicks, Fosu, and Chung, 2007), it describes how advertisers use a combination of production techniques and emotional appeals (p.797) as a strategy to come across to children.Kaiser Family Foundation (as cited in Zwarun, 2008) foundthat food advertisers often feature childrens favoritecharacters from the media in their ads.According to Larson (2003), More than one-third (35%) ofthe commercials that featured child characters includedsome type of aggression (p. 73). 9. ExpectationsThe information that I found in the literature tells me about thetrends in advertising from the past 2 decades.I am expecting to observe ads that contain Gender Stereotyping.I also expect to observe ads that contain competitive material between the products.Finally, I should expect to see ads that feature (therefore,targeting) children.Hypothesis:Hypothesis:By watching the ads, I expect to find many changes inmarketing strategies over the past 20 years. 10. MethodsI have decided to conduct a content analysis on asample of Pepsi commercials aired over thecourse of the past 20 years (1992-2012).I chose this method because I thought that itwould be the best indicator of how advertisingstrategies have changed over the past 20years, by allowing me to categorize and codeeach commercial I watch.I will then be able to conclude the major changes/trends in advertising over this period. 11. CategorizingThe method I used to categorize the ads depended onthe overall tone of the commercial.The first category was called Celebrity. If the ad usedone or more celebrities to endorse the product, I put itunder this category.I chose to use this as a category because celebrities hold huge influences over consumer audiences. For example, if a person sees their favorite singer drinking a particular brand of soda, they are more likely to buy that brand of soda. 12. Categorizing (cont.)The second category was titled Humorous. If the ads main focus was to endorse the product by using humor, but didnt involve a celebrity, it was placed under this category.I chose to use humor as a category becausepeople enjoy ads that make them laugh, orincorporate some form of sarcasm that seemscomical. 13. Categorizing (cont.)The third category I used was named Serious. If the commercial used a serious tone to market the product, I placed in under this category.I used this as a category because there werespecific instances where the company wastrying to depict the product with a seriousmessage. 14. CodingUnder the Celebrity category, I had 5 different ways that the adcould be coded.1. The first code was called Sex Appeal. This section included ads that used gender stereotyping. If a celebrity was shown wearing revealing clothes, dancing, or just plain strutting their stuff, or if the ads main focus was to portray the celebrity in an alluring, desirous, sexy, etc. manner, I used Sex Appeal as its code. Celebrities like Cindy Crawford, Britney Spears, Beyonce, Pink, and Shakira were used in these ads.2. The second code was called Goal. This section included ads where the celebrity/celebrities used racing, martial arts fighting, soccer show-downs, sing-offs, or any other form of competition to get to their Goal, in this case, Pepsi, it was placed in this code. Celebrities like Jeff Gordon, Hallie Kate Eisenberg, Beyonce, Jennifer Lopez, David Beckham, and others were used in these ads. 15. Coding (cont.)3. The third code was named Competitive. Commercials included in this section were ones that compared Pepsi to other beverages/soft drinks (mainly colas). One commercial used Pepsis ongoing battle with Coca-Cola to prove that it was the better soda. Celebrities like Michael Richards, Cindy Crawford (again), and Jackie Chan were used in these ads.4. The fourth code was named Next Generation. The only ad in this section features the female pop group from the UK, the Spice Girls. This particular commercial was difficult for me to code because the girls are all wearing sexy clothing and dancing around, so originally I was going to put it in the Sex Appeal code. However, the whole commercial is a music video of them singing about Generation Next, which was a campaign for Pepsis next generation look. Since there are no apparent admirers or fans shown in this ad (which are shown in the Sex Appeal codes) I put it in a new section. 16. Coding (cont.)5. The last code for the Celebrity category was called Classic/Timeless. The only ad in this section features singer, Britney Spears. It shows her holding or drinking Pepsi through the different generations (1958, 1963, 1966, 1970, 1989, and 2002, which was the present day). She repeats the jingle Pepsi. For those who think young throughout the ad.Under the Humorous category, there were 4 different ways thatan ad could be coded.1. The first code was called Competitve. Again, these ads used Pepsis ongoing battle with Coca-Cola to prove that Pepsi was the better choice. In some ads, it even Coke employees preferred Pepsi over their own brand of soda. The message throughout these codes was that Coca-Cola was the worst choice. 17. Coding (cont.)2. The second code was named Healthier. The only ad under this section featured a husband who makes unhealthy choices when it comes to food, and his wife who punishes him for his poor choices. At the end, it shows him drinking a Pepsi Max, which has 0 calories but still tastes great. When his wife sits next to him, he thinks hes been caught again and flinches away expecting her to hurt him. Instead, she tells him that he did good.3. The third code in the Humorous category was called Next Generation. Again, there is only one commercial under this particular section. It was an ad for the Superbowl, and it features sports announcers, celebrities, and people from all over the world who are falling asleep at inconvenient times. Its supposed to be a parody of a Saturday Night Live skit called Night at the Roxbury. The only cure to everyones sleep-attacks is the new Diet Pepsi Max, which now has Ginseng, more caffeine and 0 calories. 18. Coding (cont.)4. The last code for the Humorous category was called Youth. The only ad in this section shows 2 bored teenage boys. Boy #1 asks his friend what he wants to do. Boy #2 answers this with his plans for the rest of his life. He goes off on this rant about all the things he plans to do (all of which are very average wife, house, kids, bowl on Wednesdays, etc.). When he is done, his friend rephrases the question by asking him what he wants to do TODAY. He replies The beach!. The point of this ad is to enjoy youth while you still can. Be Young. Have Fun. Drink Pepsi.Under the Serious category, there were 2 ways an ad could becoded, each code has 1 ad each.1. The first code was called Classic/Timeless. This ad shows how the look of Pepsi (can/bottle) and its label has changed throughout the century. It incorporates Pepsi into major events throughout the generations to show that it is a timeless favorite. 19. Coding (cont.)2. The last code in the Serious category is named Going-Green. This ad shows dozens of frames of different people. In some shots the people are holding signs about how they care about trees/the planet/community. The ad is to introduce the Pepsi Refresh Project, which gives away money to people who give Eco friendly ideas. The ad follows the Going-Green trend that has become popular in recent years. 20. Results Category: CelebrityHumorous SeriousCode: Years Years Years 1992, 2001, 2003,Sex Appeal 2004-- 2000, 2005, 2007,Goal 2012-- 1995, 1996, 1998,Competitive 1994, 2006 1999 -Next Generation19972008 -Classic/Timeless 2002-2009Healthier- 2011 -Youth- 1993 -Going-Green- -2010 21. Findings: Gender StereotypingFirst, one of the expectations I had after the literature review, was to observe Gender Stereotyping in the ads. The first type of Gender stereotyping I was expecting to see was that females are associated with domestic products (in this case food/beverages) twice as much as males. 9 of the 21 commercials had females as the main character(s): 2 of those 9 were of a little girl; 7 of those 9 were of women.5 of the 21 commercials had males as the main character(s): 1 ofthose 5 commercials were of 2 teenage boys; 4 of those 5commercials were of men.7 of the 21 commercials had both males and females as the maincharacters.With these results, my original expectation was almost met, withalmost twice as many female main characters as there weremale. 22. Findings: Gender Stereotyping (cont.)The second type of Gender stereotyping that I expected to seewas that women in advertising are often portrayed as lean,sexy, available, young, provocative, etc. ,wearing sexy clothing,or the object of someones attention. I found 8 of thecommercials to have one or more of these characteristics in thefemale characters.The last type of Gender stereotyping I expected to see, was thatmen in advertising are often portrayed as smart, independent,powerful, successful, or tough. I found 7 of the commercials tohave one or more of these characteristics in the malecharacters. 23. Findings: Cola WarsThe second expectation I had after the literature review, was to observe some sort of competitive material between Pepsi and some other beverage (most commonly Coca-Cola) in the ads. In total, I observed 6 commercials that contained some sort of competitive nature between Pepsi and another brand of soda. 24. Findings: Child-TargetingThe third expectation I had after the literature review, was toobserve ads that targeted children in some way.The first type of child-targeting that I expected to see wascommercials that use childrens favorite media characters. Intotal, I found 4 of the commercials that featured children. 3 of thecommercials I observed featured a child actress named HallieKate Eisenberg. She starred in Pepsi commercials for 3consecutive years in a row (1998, 1999, 2000). Between1998-2000, she starred in 4 children/family movies. Since she isa child and she is an actress that other children would recognize,this commercials would most likely have influenced childaudiences.The second type of child-targeting that I expected to see was thatadvertisements featuring children would include some form ofaggression. However, these 4 commercials were the only onesthat featured children, and there was no aggression whatsoever. 25. ConclusionMy findings and results lead me to believe that most of my expectationswere correct. I observed clear instances of gender stereotyping. Ifound clear instances of competition (a.k.a. Cola Wars). As for childtargeted ads, I only observed a total of 4 commercials that featuredchildren. The only possible reason for me to believe that they couldhave targeted children in any way, were only the ads that featured thechild actress. Other than that, I really didnt see any other techniquesused to appeal to children in any way.As I expected, my hypothesis was correct in that I did observe manydifferent marketing strategies used in these commercials over thepast 20 years. These commercials used celebrities to influenceaudiences. Humorous competition was another strategy used tocasually give other similar products a bad name in order to endorsethis particular product. Another major strategy used was takingmatters that people can relate to at any age, like incorporating briefhistories of the products, or using the brand to raise awareness aboutGlobal Warming. 26. Conclusion (cont.)The strategies used in these commercials are good examples ofthe trends that have occurred in advertising over the course ofthe past 2 decades. We know that strategies like genderstereotyping and child-targeting arent the most morally correct.Measures have been taken in recent years to fix theseproblems, which is mostly evident in commercials from the past4 years. 27. Works CitedColtrane, Scott, and Melinda Messineo. "The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising." Sex Roles 42.5/6 (2000): 363-89. Academic Search Complete. Web. 23 Apr. 2012.Eisend, Martin. "A Meta-analysis of Gender Roles in Advertising." Journal of the Academy ofMarketing Science 38.4 (2010): 418-40. Communication and Mass Media Complete. Web. 15 Apr. 2012.Huron, David. Music in Advertising: An Analytic Paradigm. The Musical Quarterly 73, 1989:55774.Kaiser Family Foundation (2004). The role of media in childhood obesity,http://www.kff.org/entmedia/upload/The-Role-Of-Media-in-Childhood-Obesity.pdf(accessed June 17, 2007).Klein, Bethany. "In Perfect Harmony: Popular Music and Cola Advertising." Popular Music andSociety 31.1 (2008): 1-20. Academic Search Complete. Web. 15 Apr. 2012.Larson, Mary S. "Gender, Race, and Aggression in Television Commercials That FeatureChildren." Sex Roles 48.1/2 (2003): 67-75. Academic Search Complete. Web. 23 Apr. 2012.Moraru, Madalina. "The "positioning" Concept and the Fight between Two Well Known BrandsCoca-Cola and Pepsi." Journal of Media Research 3.2 (2010): 47-62. Communication and Mass Media Complete. Web. 23 Apr. 2012.Signorielli, Nancy, Douglas McLeod, and Elaine Healy. "Profile: Gender Stereotypes in MTVCommercials: The Beat Goes on." Journal of Broadcasting & Electronic Media 38.1 (1994): 91-101. Academic Search Complete. Web. 21 Apr. 2012. 28. Works Cited (cont.)Warren, Ron, Jan L. Wicks, Robert H. Wicks, and Donghung Chung. "Food and BeverageAdvertising to Children On U.S. Television: Did National Food Advertisers Respond?"Journalism & Mass Communication Quarterly 84.4 (2007): 795-810. Academic SearchComplete. Web. 16 Apr. 2012.Zwarun, Lara. "Policy Worth Perpetuating? An Analysis of How Well Food CommercialsMarketed to Kids Comply With CARU Self-Regulatory Guidelines." Southwestern Mass Communication Journal 23.2 (2008): 1-12. Communication and Mass Media Complete.Web. 16 Apr. 2012.Websites:Pepsi. PepsiCo, Inc., 2005. Web. 23 Apr. 2012.."Pepsi - FAQs." Pepsi. PepsiCo, Inc., 2008. Web. 23 Apr. 2012.."James DeanPepsi Ad, 1950." Retronaut. 23 Aug. 2011. Web. 23 Apr. 2012..* All Pepsi commercials (1992-2012) were watched at www.youtube.com