Pepsi Light sau cat de greu e sa fii femeie
De ceva vreme ruleaza doua noi spoturi Tv la Pepsi Light.
Am primit si comunicatul de presa care clarifica noul concept abordat si punctul de pornire in realizarea reclamelor. Aflam astfel ca “Doar o femeie poate înÅ£elege că scrierea unui sms pentru el îţi poate lua ore întregi. Că sfaturile de la prietene sunt nu numai plăcute, dar chiar necesare. Că fără ele n-ai fi reuÅŸit să treci peste toate momentele grele. Că PMS nu este un mit, ci o scuză bună J. Că pantofii nu sunt numai pentru mers la muncă sau la sport. Că diferenÅ£a dintre maro ÅŸi kaki este una foarte mare. Că e normal să fii supărată daca el nu te sună. Åži că e absolut în regulă să nu te poÅ£i abÅ£ine să-i scrii un sms. Doar o femeie ÅŸtie cum e să mănânci salată ÅŸi să te tot uiÅ£i la farfuria lui cu pizza. Sau că o mărime mai mare la blugi este o dramă. Doar o femeie poate înÅ£elege toate acestea. Åži Pepsi Light.”
Este vorba asadar despre prezentarea “femeii reale” (conform aceluiasi comunicat). Iata si reclamele – pentru cei ce nu le stiu:
Pepsi Light Pantofii
Pepsi Light – Shower
Aceasta este femeia reala – cea care consuma Pepsi Light? Acesta este modelul “mediu” al consumatoarei? Care este impactul unei astfel de reclame si cum reactionam cand o vedem? (eu pana acum am vazut de la reactii de apreciere si pana la unele care, venind chiar de la persoane ce beau Pepsi Light, s-au simtit defavorabil personalizate). Este bine ca s-a mers pe infatisarea mai multor stereotipuri despre femei in aceasta serie de reclame?
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