As I stated in my other post on The Avengers, the movie is getting it's name out in all sorts of advertisement techniques, including the forming of alliances with other brand/company names. I've been seeing the Dr. Pepper commercial where a group of four men who resemble the actors who actually play The Avengers in the film are drinking Dr. Pepper with pictures of the characters on them. Suddenly, a woman gets her purse stolen, and those four men become the Avengers character that was on the can they were drinking (either Captain America, Iron Man, Thor, or The Hulk)! Then, Stan Lee comes at the end and sees how they assembled, and says "sign them up!", then the commercial says "Make this a one-of-a-kind summer with the limited edition Dr. Pepper Avengers cans" and then promotes the film by saying "go see 'The Avengers', out May 4th!"
So many different advertising techniques are prominently seen in this one commercial! The use of glittering generalities by showing how four ordinary men can assemble and become the Avengers by drinking Dr. Pepper, as well as time pressure/exigency by saying that these collectable Avengers Dr. Pepper cans are "limited edition" and therefore, only out for a short amount of time. Furthermore, the commercial uses testimonial by adding Stan Lee into the picture! The commercial also uses the basic appeals of "the need to dominate", as you can "master the possibilities" and become a superhero with Dr. Pepper. Also, did you notice that they aren't only giving you a cool collectible soda can, they're advertising the movie too? You could actually classify the can itself as "odd advertisement placing" too!
So go ahead, have a one-of-a-kind Dr. Pepper can, bring out your inner Avenger, and have a soda while you're at it! :)
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| The Avengers one-of-a-kind Dr. Pepper soda cans! You know, these are actually pretty cool... |
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