Example research essay topic: Reinventing Britney Spears In The Pepsi Ad Campaign – 1,449 words

Historian Stuart Ewen proposes his idea that
history of style in his essay, The Marriage
between Art and Commerce, is the crucial turning
point of what shapes our culture and every day
life. Ewens concept of style in the 19th – 20th
century is a combination of modern art and a
business device. He describes the uses of symbolic
forms of art, as to mainly sustain and promote
consumption in the interests of the corporations
when he states, styling and style obsolescence
come to the forefront as methods designed to
stimulate markets, and keep them stimulated (211).
Ewens perception of style carries on to this day,
as big companies during the super ball break on
television, challenge the advertising industry.
Pepsi-Cola is an example of such an Industry that
invested in a two million dollar spot for a 30
second creative commercial flick. This year Pepsi
is promoting the stylish pop star Britney Spears,
mainly to target the desire of their beverages in
the youths minds and define their trademark for
all generations. Ewen introduces a different
aspect of style when he specified that,
Advertising not only sought to inform people about
the availability and appeal of industrially
produced goods, it is also contributed to a
reconstructed perception of the resources and
alternatives available to people in every day
lives.(204) It is evident that in Ewens mind, a
reconstructed perception is recreating a
misleading image to recognize these basic mass
produced goods as separate identities with
voluptuous themes. These themes are supposedly
used by the corporate businesses to deceit the
mentality of the buyer into believing that stylish
looks are the main credentials of the goods they

This aspect of Style thrives on constantly
new up to date ideas that come and go in a snap of
an eye blink. It has been beneficial to the
industries and markets at the expanse of the
consumers, who are cheated into buying unnecessary
products just for an up to date look. Therefore it
is visible that Ewen is old fashioned and is fumed
with this new vision of style that has absorbed in
are culture in the 1900s. Pepsi-Cola demonstrates
their advertisements in a reconstructed theme,
with a time clip of Britney Spears traveling
through Pepsis generations. They use Britney
Spears, to modernize an up to date Pepsi image
with a creative twist to keep their consumers
interested in their trademark. In one of the clip
shots she is in the 50s diner scene sipping on

We than see her dancing on the beach,
wearing a giant blond wig in the 60s with a
classic Pepsi in her hand. The next clip after she
turns into a 70s hippie chic with her hair braided
and wearing a bright glowing outfit. Later she is
recreated in an old commercial acting as Robert
Palmer. Last of all she does the modern scene of
the 90s with her dancers. Britney Spears as a
performer and singer brings alive and reassures
the viewers that Pepsi kept its traditional
freshly pleasing, and crispy taste over decades.
The historical flick of Pepsis generations is an
interesting theme to catch a large variety of
audiences who grew up during these decades and can
reflect back to their old days. It also signifies
the vast variety of fashion trends that were
established in one decade and flourished over

As Ewen puts it, style is something used
up (212), its a continual never ending repetitive
process that Part of its significance is that it
will lose significance (212). Pepsi tries to
convince the audience instead the opposing view,
that their beverage quality and taste has been
preserved over years unlike fashion trends. Using
Britney Spears as their model, who signifies fame,
popularity, beauty and in style music artist,
Pepsi draws attention from majority of the
population in the U.S. As an end result Pepsi
creates itself a recognizable logo. As Ewen
mentioned, advertising is, the prime means of
acclaim (206). Pepsi will most likely stand out in
the consumers mind when they shop for a drink.
Some adults may even find Pepsi trendier to drink
since Britney Spears drank it.

Ewen amplifies
Calkins point of view, art contained enormous
powers of suggestion(207). Ewen describes Stylish
art as the most important approach to selling a
product, and if that particular style is off set,
all other qualities will be disregarded in the
judgment of the shopper. As a result some
consumers may choose the trendier factor of
Pepsi-cola over the taste of Coca-Cola.
Furthermore Ewen explained Egmont Arens notion of
consumer engineering (206), to describe what went
into complex proportioned commodities with great
exertion. Ewen described the importance of,
intimacy and the link between style and
profitability. The same resemblance between style
and profits is revealed when Pepsi advertised
through the use of comic time clips, the
distinctive stylish fashion wardrobes on Britney
spears worn in every decade. The wardrobes
deviated in fabrics and designs through the course
of each decade.

Pepsi-Cola has also formed an
interactive website, where you can design scripts
and logos additionally to your own Pepsi cans. It
also allows you to add pictures of Britney Spears
and a choice of other famous singers and
celebrities. All this promotion is done to inspire
and catch the attention of their customers to
their individually assembled Pepsi products and
new flavors invented for their beverages. Ewen
illustrated the comments associated to styled
products, that Walter Lippmann made, the flowering
of advertising as a sign that businessmen were
attempting to take charge of consumption as well
as production (205). As a result Pepsi also hopes
through distinctive creativity put into their
goods and commercials their customers continue to
shop in their chain brand of products and attract
new customers to increase sales. Ewens mentioned,
beauty is introduced into material objects to
enhance them in the eyes of the purchaser(208).
Pepsi has also introduced beauty by expanding
their horizons with the musical industry, and
sponsoring beautiful women pop stars such as
Britney Spears, Shakira and talk hostess of MTV
Anada Lewis.

Many children make these famous stars
their idols and are inspired to see the Pepsi
trade mark commercializing on their favorite
celebrities. A number of videos these stars
perform in, and commercials they advertise for
Pepsi, emphasize the beauty of young youth and
their talents. Pepsi-Cola targets its beverages to
the younger adults who seem satisfied with the
stylish logo and taste of Pepsi. Pepsi also is
shown to be approved by the older generation of
grown ups, and elder adults, seen in the
astonishing time clip. Ewen analyzed the studies
from the 20th century of psychoanalysis, and
behavior psychology. He argued, Style spoke to the
unconscious, to those primal urges and sensations
that are repressed in the everyday confines of
civilization (209).

Pepsi in are modern
generation, uses advertisement to expose hidden
exotic impulses. Pepsi- Cola just as well uses
similar approaches, to emotion, desire, and the
unconscious as Ewen theorized. Britney Spears is
recognized as a desirable sexual figure in the
music industry. Many of her outfits she performs
on stage reveal her bare body, and sheer
nakedness. When Pepsi turned Britney into their
main commercial icon and a performer for their
Pepsi trade mark, they just as well brought along
her exposed sex symbol to the industry. Ewen
expressed Harold Van Dorens analysis on design as
a, fundamentally the art of using lines, forms,
tones, colors and textures to arouse an emotional
reaction in the beholder.

Pepsi as well conveyed
an erotic appeal, and arousing seduction to the
eyes of the viewers, in the art of Britney Spears.
Pepsi-Cola as a result has the means to satisfy
the consumers craving power and thirst. For this
reason Pepsi has the simplification and control
(210) the same ideas establishing, Modern Design
as Ewen pointed out. Just through Pepsis soft
touch of seductive imagery seen in their
commercials, they are able to use voice, and music
to intensify their audiences sexual arousal
lurking in the unconscious. Therefore they may
inspire the individual. In this sensual condition
they are able control the viewers motives and
responses to a degree. Ewen Stuart impression of,
Americanism is a culture full of exposed rotten
imageries of mass produced products, advertised
through thousands of channels in effect to gain
recognition, and in a moment later blinked away.
His observations and sarcastic measurements are
linked to the materialistic economy.

approach to style, is simple, its the means of
consumption and decay. Pepsi-cola is an example of
a trendy advertised product that illustrates the
recipe of art and commerce. Pepsis advertisements
may captivate the attention of their viewers at
the present moment but only to be ancient history
in the next..

Research essay sample on Reinventing Britney Spears In The Pepsi Ad Campaign