Pepsi, Refresh Everything, 2009

http://www.youtube.com/watch?v=pDix0VvrV1g


Why was it introduced?


The new Pepsi campaign was introduced to take away market shares amongst the market leaders (such as coke) and also amongst cheaper rivals.



TBWA Worldwide unit of Omnicom from Los Angeles took over the creatives for the campaign.


The people for whom it is created are teenagers and young adults.



Large Amounts of Money were invested in advertising on billboards in big cities including New York and Chicago. Also Television advertisement was a success.



Attract attention, The colors of the graphic, the round shape of the logo, the use of the round shape in various situations attracts attention.



Develop Interest, The Hooks such as "Refresh Everything" mainly develops interest.(In this case I personally think that the Pepsi's logo attracts attention.


Develop desire, are the rethorical devices. "Refresh everything" is a clear sign of not only starting with a new logo and by offering the consumers a change, possibly more people are going to "convert" to Pepsi.


Moves To Action: In the ad on youtube (http://www.youtube.com/watch?v=pDix0VvrV1g) at the end it offerst the link which at the same time is the slogan/hook.



The Campaign is incredibly similar to Barack Obamas idea of change. This is the exact same example of the idea of social targeting, of the youth naturally seeking for a change. To the youth this ad was successful.

Reggae Outline

Introduction-Where it originates
Thesis: Reggae has a big influence on a big group of people.

Link

1st Paragraph: Development of Reggae as a Style. Examples include (Early Jimmy Cliff, Marley, to Burning Spear, Contemporary Alpha Blondy)


2nd Paragraph Its socio political influence. (bring examples)

3rd Paragraph

Conclusion:
Conclude the development of reggae
Conclude its socio political influence
Reggae after Bob Marley and Peter Tosh

Ads

Reality TV Shows

-Big Brother
-Survivor
-The Real World

Key Moments + (Characters, Themes, Motifs, Dystopia)

Beatty forces Montag to burn his own house and the books

Characters: Guy Montag, alienated protagonist
Captain Beatty: alienated protagonist
Themes: Society vs. Man, fire vs. culture, information vs. understanding
Motifs:Fire cleanses
Dystopia: Montag doesn’t want to burn his house and therefore kills a mechanical hound.


Guy Montag meets Clarisse

Characters: Guy Montag, alienated protagonist
Clarisse, Catalyst

Themes: information vs. understanding

Motifs:

Dystopia: Montag is starting to ask himself deeper questions after meeting clarisse.




Guy Montag watches the old woman and her house burn + reads a line and steals the book.

Characters: Montag, alienated protagonist
Old Woman,

Themes: information vs understanding
fire vs culture

Motifs : fire, fire cleanses

Dystopia: Montag is deeply irritated why someone would die for books, and draws deeper questions.

Montag toasts Beatty with the flamethrower and Flees.

Characters: Montag- Alienated protagonist
Beatty- alienated antagonist
Themes:

-Society vs. Man
-Fire vs. Culture
-Fire Cleanses

Motifs: Fire, seashell

Dystopia- Montag is beginning to put things right.


Mildred tries to kill herself
Characters: Montag-Alienated Protagonist
Mildred, Symbolically representing society

Themes: Medicine vs. Health, Man vs. Society

Motifs:

Dystopia: His wife taking too many sleeping pills.



Mildred tells Montag that Clarisse died after a car accident.

Characters: Montag-Alienated Protagonist
Mildred, symbolically representing society
(Clarisse, Catalyst)

Themes: Man vs. Society, information vs. understanding.

Motifs:

Dystopia: The person he tried to understand has now nothing to say.


Beattys dream about Montag

Characters: Montag, alienated protagonist

Captain Beatty, alienated antagonist (catalyst and enabler)

Themes: information vs. understanding

Motifs:

Dystopia: Beatty tries to convince Montag by arguing that books confuse the thoughts of man, before Montag gets taken to his own house where he hid many books.



Montag and his escape to Faber, while being hunted by television network helicopters.

Characters: Montag, alienated protagonist

Faber, catalyst/enabler


Themes: Man vs. society, (media vs. knowledge??)

Motifs:

Dystopia: Montag is now a criminal and is going against the moral of society.

Montag's killing of Captain Beatty

Montag, the alienated protagonist and Beatty, the alienated antagonist, were both playing cards at the firehouse. Beatty tries to convince Montag that books confuse the thoughs of man, and that he had a dream about Montag. Montag just goes along as the fire alarm rang. Beatty then takes Montag to his own house, telling Montag that he knows that hes in possession of Literature. He therefore forces Montag to Burn his own house.

However, after finding Montags ear piece from Faber, he tells Montag to find Faber, the enabler in the novel. Montag then puts the flamethrower on Beatty and toasts him to death and flees to Fabers house. Montag sees Faber as a new guide in his controversial life. Beatty still had control over Montag through authority, however, Montag chose to kill him for his own freedom.

The Usual Suspects

The protagonist, "Roger 'Verbal' Kint" gets interrogated by Kujan, the police officer. Verbal is alienated from society through his clever way of telling the officer complete lies. Added to this, Verbal is purposely trying to interrupt the interrogation simply by asking for a coffee or asking for a cigarette and he will not stay calm and keep on giving arguments why he needs that coffee. Also, to provoke the officer he drops a lighter, so that the officer can pick it up. Even though the officer tries to put the protagonist under pressure in his interrogation, he has no chance of keeping up with the menthal strength of Verbal. In that time, the movie switches back and forth from present to past. Verbal has his own moral code simply because he fools the officer and leads him into the whole different story, and as soon as the officer notices, puff "hes gone", like verbal said.