As I watch this diet Pepsi ad where Sofia Vergara appears, I also got the message of the ad as the original response put it that diet Pepsi is fun, trendy and even attractive drink. However, I was bothered with this ad. This diet Pepsi ad was so ideological in four different senses that Goldman and Papson have suggested that made me think the ad is nonsense.

            First of all, this ad is ideological in way that ads socially and culturally construct the world. For example in this diet Pepsi ad, ad construct a world where masses as being obsessed with celebrities. Before people on the beach got aware of Vergara’s twitter, it surely seemed like a hot day and lots of people were waiting for Pepsi because they were thirsty. However, as they saw a twit of Vergara, people thought David Beckham, just another celebrity, was more important than their thirst. In other words, people’s obsession on celebrity overcame the basic instinct.  Also, this diet Pepsi ad construct a world where it promotes the idea that Pepsi is the only drink that is going to there in time of the thirst. In the ad, Pepsi is the only drink that is available on the scene.

            Secondly, ads are ideological that they hide inequalities, suppress injustice and disguise power. Clearly, Sofia Vergara lies. However, she appears to feel absolutely no guilt that made lying seems like a moral action. Also, the ad creates and hides inequalities between Sofia Vergara and the others; Sofia Vergara because she is a celebrity and a star, is bothered to stand on line for a pepsi like everyone else. Also, because she is a celebrity and not equal to the other, she can get what she wants at the time of her need, while others have to wait.

            Ads are also ideological that they promote normative vision of our world and our relationship. In this ad, it is normal for masses to recognize the celebrities like Sofia Vergara and David Beckham regardless of where they come from. In real world, that is not always the case. In the States where football is more prominent and popular sports than soccer, people may not recognize David  Beckham. Also, the ad made it normal for masses to follow Sofia Vergara on twitter, which made me question ‘All these women follow Sofia Vergara on twitter yet why aren’t they recognize her?’ 

            Lastly, this diet Pepsi ad is ideological because it reflects the logic of capital. Sofia Vergara, who is a famous celebrity, obviously has better chance of earning more money than anybody on the scene and be a high cultural capital consumer. To prove this, Sofia Vergara is only one on luxurious white cushioned-sunbed while rests are seating on the sand. Also, Vergara seemed to be in a conspicuous leisure;

“the term “leisure” as here used, does not connote indolence and quiescence. What it connotes is nonproductive consumption of time. Time is consumed non-productively (1) from sense of the unworthiness of productive work, and (2) as an evidence of pecuniary ability to afford a life of idleness ”(Veblen 29).  

In sum, more capital ables one to consume more luxurious items and even time.

            This diet Pepsi ad is one of more ideological ads, which made me repeatedly watch it and think over and over.   

 

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