What Companies Do To Impact Consumers

1050 words - 4 pages

What Companies Do to Impact ConsumersUnderstanding the branding strategies of any company or business goes beyond the listing of a set of steps which can effectively summarize and target their buyers. The entire strategy of branding a product revolves around a company's response to the changing dynamics of consumer psychology. Every day consumers are impacted by a certain product and are, to some may say, told to buy that product. Companies use such methods to attract their customer by using sex appeal, youthfulness, people and wish-fulfillment or fantasy. In an effort to unscramble the complexities involved in the branding steps undertaken by the two Turkish commercials for Pepsi, both have a striking way to attract its consumers with its way on using such methods like sex appeal, people and fantasy.Since its launch, Pepsi has always targeted the consumers with the use of popular figures. American singer, songwriter, dancer, and actress Beyonce is used to endorse Pepsi and Pepsi Max and other celebrities like, Jeff Gordon, Janet Jackson and to take years back, David Bowie. In one of the Turkish Pepsi commercial, they have a World Music award winning pop singer Tarken. Not only is Tarken's popularity used to promote and attract their customers, in the video commercial he is shown wearing a button up shirt that is half way unbutton exposing a little bit of his chest. Sex appeal in the commercial is used to attract a young woman who knows of the pop Turkish singer. Further into the commercial, young women are shown dancing, shaking the bottoms in the camera. In the Pepsi Max video, model and actress, Aysun Kayaci was used to promote the product. Her sex appeal, dressed in a form-fitting white sequin dress that is normally seen on younger women in a nightclub, mainly focuses on the male consumers of Turkey. Pepsi has gone a long way in strengthening its brand value in the minds of the consumers.Wish-fulfillment or better, fantasy is one type of method of branding that seems to target most consumers now. For the Pepsi Max commercial with Aysun Kayaci, it starts off with a guy who pops open a fridge grabbing a refreshing drink for himself and his friend. When the guy opened the can and took a sip of Pepsi Max, Aysun appears at his lips with a type of bass seduction music playing. In the rest of the video, the guy came to an assumption that drinking Pepsi will bring a hot woman to him. He then calls his guy friend, who then calls his friend, and it continues on with the chain message, that with Pepsi Max, no one will spend a night alone. In Tarken's commercial, it shows that with Pepsi as the choice of drink, it will draw a crowd into a villa. A huge block party will then evolve from this bring loud upbeat music, joy, fun, and excitement to everyone. These kinds of emotions are wanted by everyone and with Pepsi everyone will gain and fulfill that joyful and exciting emotion they look for.By adding an award winning musician and a model and actress to...

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