Rhetorical Analysis Assignment: Super Bowl PEPSI Commercial

Have you ever seen a commercial that, for some obscure reason, stuck with you for a long time? Or have you ever seen a commercial that made you laugh so hard that you had to show it to other people, or one that made you feel sad for a certain cause and made you want to donate? Whether you answered yes or no, this series of questions is meant to demonstrate how Ethos, Pathos, and Logos are used in everyday advertising. Their purpose is to attract new and returning customers. 

Using a recent Pepsi commercial from 2019, I will analyze how the commercial demonstrates Pathos, Ethos, and Logos. I will begin by examining Logos first. The commercial begins with a woman asking for a coke and the waiter responding with "is Pepsi, okay?". Then, the gentleman sitting in the next booth asks sarcastically, "Is Pepsi okay?" He then follows up with comparisons of things that are far better than okay, such as, "Are puppies, okay?" "Is seeing a shooting star, okay?" Logos is demonstrated because the man in the commercial compares Pepsi to things that your typical person would enjoy. Thus, they are asserting that Pepsi is better than OK and that even posing the question is crazy or unheard of.  

The following scene of the commercial depicts A-List actor, Steven Carell, saying, "Pepsi isn’t just okay, it is- ", as he is cut off by the very famous rapper, Lil John, saying, "OKAAY!". This was one of his ad-libs that he was most known and recognized for throughout his career. The next scene shows him sliding a bottle of Pepsi to Cardi B, who is well known as an artist and entertainer. As she receives the soda, she says, "OKURRR," which is also something she is very well known for. Featuring these celebrities in the commercial shows how ethos can be used to bring in more customers. This is because it gives the product and company credibility because these celebrities promote the company and product.  

Lastly, I will discuss the way Pathos was used in this commercial to appeal to a broader audience. The dialogue starts off with a goofy and sarcastic tone, and the featured celebrities help amplify that emotion. Almost everyone recognizes Steve Carell and probably thinks he is somewhat humorous, so this helped add humor to the commercial. Lil John is another well-known goofy person who is very energetic; Cardi B is also seen as funny and entertaining by people. The commercial ends with a clip of Steve Carell trying to imitate Cardi B's way of saying okay, which he did not do very well. I think the commercial will stick in the viewers' minds long after they watch it. This is because the audience may find it humorous and share it with others or post it on social media.  

With the featured celebrities, Pepsi executed this commercial well, using all three appeals to attract more customers. Based on the intended audience, I believe it is aimed at 18-to-60-year-olds. There is a very broad fan base for Steven Carell from all regions and ages. Many people make memes of him on social media, so I believe this will make him more recognizable to younger audiences. Additionally, Lil John attracts a very wide fan base because he has been around for so long. Even if you don't actively listen to his music, chances are you've heard one of his songs at a football game or at a cookout. Cardi B also has a massive fan base, with 112 million followers on Instagram, so she is almost guaranteed to bring some more consumers to Pepsi. 

After watching and analyzing this commercial, I think it is very evident how commercials and advertisements use different appeals to try and gain more buyers. They started off with a humorous beginning that transitioned into celebrities acknowledging how great Pepsi is and being the face of the brand. The commercial ends with Cardi B brandishing a Pepsi can as everyone proceeds to ask the waiter for a Pepsi. I think all these appeals are very effective in their own way, depending on the intended audience and what is being promoted. In analyzing all these elements, it becomes clear how and when each appeal was used in the commercial. 

Works Cited 

“Cardi B ‘OKURRR’ Superbowl PEPSI AD.” YouTube, uploaded by Sportz Channel, 3 Feb. 2019, www.youtube.com/watch?v=wTZ_ICNJA5o.