The advertisement features Chinese monks performing martial arts skills before and after drinking Pepsi, communicating that drinking Pepsi makes people stronger and part of a martial arts community. While the ad does not provide specific product information like price or taste, it uses a serious, positive tone by showing the monks' skills and relaxed satisfaction to suggest Pepsi makes people feel stronger and more satisfied without relying on emotions. The unusual theme of martial arts helps make the ad effective by maintaining credibility through its serious portrayal.

1. The product

2. The target audience
-generally anyone between 15 to 50,
specially those people are health
conscious.
-all genders and races.

3. Images
-Chinese monks showing some Kung Fu
knacks before and after drinking Pepsi;
-they have also Pepsi sign on their
forehead;
-drinking Pepsi is like a ritual;

4. What do the images
communicate?
-that everybody who drink Pepsi become
stronger;
-he become a member of a community
(Kung Fu-Pepsi).

5. Body language
-any individual accomplishes skills
that are achieved after hard work;
-after drinking Pepsi they feel more
relaxed and satisfied.

6. Music
-chinese music used to
mark the atmosphere of
martial arts.

7. Emotions
-the ad doesn’t play on the emotion
of envy or anxiety;
-it’s a serious, positive one.

8. Information
-there isn’t any specific information
about the product as price, taste or
its components;
-only the fact that it makes people
stronger and more satisfied by
theirselves.

9. Does it work?
-I think it works because
there are used serious
people like monks;
-the product is advertised
in a very unusual way and
theme.

10. What is most heavily
used?
-ethos – because it doesn’t rely upon
emotion not to lose credibility;
-it is based on the seriosity of the
chosen theme for advertising –
martial arts.

11. No violence!
-the fighting is presented
as an art.
No sexuality!

12. Thank You for
Your Attention