Analyzing Digital Rhetoric

Commercials have the not-so-simple task of trying to sell their products to viewers. They must convince others that what the commercial is selling is necessary or so appealing that the viewer must buy the product.

Now, one probably thinks of infomercials as being the most overt attempt at trying to sell a product to consumers. However, every commercial or ad is attempting to ensure that the viewer will remember the product, and purchase it at a later date.

Some ads try to tap into something, a movement, a debate, or an incident that is happening in the public eye. The commercial uses this kairos to capitalize on whatever movement is being referenced in the ad. Like any kind of experiment, this can go wrong quickly as seen in the infamous Kylie Jenner Pepsi commercial from a few years ago.

At the time, this might have seemed like a commercial that was destined to go viral. The Kardashian-Jenners have never quite left the spotlight, and in 2017 the issue of police violence was in the news constantly.

Pepsi saw an opportunity to create a timely ad, one that they clearly wished would emotionally connect with viewers. However, this pathos was seen to be misplaced, as the ad appears to claim that a Pepsi could solve the issue entirely. On the surface, the commercial seems like it is a good entry in the debate on police violence, but when taken with more context and nuance, the ad appears shallow.

It is at this point where one must think of the ethical and logical nature of this ad. Should Pepsi have released something controversial? What would have been an acceptable commercial that would have been timely, respectful, and thought-provoking? Is it possible for such a commercial to be made?

All of these questions do not have finite answers.

Pepsi did what they thought was right, and focused on the kairos and pathos of the ad, instead of the ethos or logos. The purpose of the ad was clear as any other commercial: sell the product. However, this particular commercial failed to understand the context of the movement they were inserting themselves into, as well as the ways the audience could react poorly to the ad.