Abstract
In an ad published in 2017, Pepsi illustrates Kendall Jenner, quitting a photoshoot to take part in a manifestation. The climax of the ad occurs when Kendall Jenner gives a Pepsi can to a policeman, illustrating their support with the manifestation. The portrayal has been criticized for its representation and simplification of the protest movements.
Extract
[...] The Pepsi & Kendall Jenner Ad Fail In an ad published in 2017, Pepsi illustrates Kendall Jenner, quitting a photoshoot to take part in a manifestation. The climax of the ad occurs when Kendall Jenner gives a Pepsi can to a policeman, illustrating their support with the manifestation. The portrayal has been criticized for its representation and simplification of the protest movements. Describe the visual and the storyline of the controversial ad featuring Kendall Jenner, why was it perceived as inauthentic and exploitative? [...]
[...] The NFL players had chosen to kneel during the national anthem to raise awareness on the police violence in America. The choice of Kendall Jenner to bear the voice of the young generation could have been mitigated with a real celebrity activist, supporting an actual cause. In the publicity, the real issue appears to be put on the side for the ad good, the joy appearance of the activists contrast with the real sacrifices made by BLM activists in their struggles. Inauthenticity and appropriation also embody behind the symbol of the Pepsi Can. [...]
[...] The assimilation of a peace symbol such as the flower against the weapon and a commercial object such as Pepsi illustrates the inauthentic and capitalistic vision of the social protest expressed by the company. In its ad, Pepsi reduce a complex symbol of peaceful protesting and resistance to a simple and polished narrative. The use of Kendall Jenner as a main character is at the center of the controversy. The model represents a symbol of American capitalism and celebrity privilege contributes to the feeling of an unfair and inappropriate representation. [...]
[...] In the ad, the idea that social issue could be resolved using consumerist goods is conveyed, reflecting a capitalistic approach of a protest. This idea also breaks with the volunteering of a strike; activists give their money and time to support important causes whereas Pepsi instrumentalize it to gain profits. The portrayal made by Pepsi illustrate the failure to understand the engagement themes of the younger generation and the importance of their engagement. It also illustrates engagement washing of the brand. [...]
