Corrected by Pamela Parra

Paul Barragán

Composition & Rhetoric

Enrique Wong

March 18^th, 2010

Rivalry in the Marketing Strategies

Although not with the same boom that it’s traditional rival, the line of Pepsi has managed to get good marketing results with their advertising. Focused on attracting more consumers, Coca Cola and Pepsi have taken different paths in their techniques of propaganda. While Coke Cola focuses on a small social group, the family, Pepsi wanted to encompass a feeling of sharing a link with famous people.

Both companies Pepsi and Coca Cola are focused on making advertisements for worldwide use, on the one hand, Pepsi uses a kind of propaganda that are usually successful, because according to the classification of McClintock, Bag wagon is a "kind of propaganda often succeeds because many people have a deep desire not to be a different. In the other hand Coca-Cola use a type of propaganda considered Transfer, where an object in this case the coke is a symbol, associating it with a symbol most people respect.

Pepsi's big strength has been TV commercials advertisings, where we where we have seen the greatest celebrities of football and music in various publications, in Pepsi's last commercial employs the most famous soccer celebrities to connect their product with a mass culture, in this case the World Cup of soccer. Used in its commercial players like Kaka, Messi, Henry and puts them in funny situations that involve the South African community in order to show a connection between a celebrity and ordinary people.

However, Coke Cola uses a technique called transfer where symbols used in anywhere in the world are identified as an important part of a society, these symbols are clearly seen in recent advertisements where family, friendship, love and solidarity are part of a society, linking the Coke Cola as that which unites those emotions, propaganda shows a cloudy city where everyone helps to remove the clouds for sunrise because the sun is the source of life.

Many times was aggressive competition between the two but even techniques used against the opposing side, they realized that no matter which social group focus, the best way to attract more consumers and always be on an upswing, is taking and making new and innovative advertising that encourage those who see, feel identified with some feeling, although that is not necessarily consume the product, although extremely vague, establishing a link between the feeling and the product.