[PAST EVENT] The Choice of a Neoliberal Generation: Pepsi and Pop Model The Perfect Consumer
Access & Features
- Open to the public
This talk investigates how Pepsi-Cola’s mid-1980s television commercials wielded the iconic music and images of superstars Lionel Richie, Tina Turner and David Bowie to characterize the brand’s “new generation” of consumers within a marketplace of rapidly evolving technologies, aesthetics and global distribution. This study contributes to recent scholarship on 21st-century musical branding by showing how Pepsi’s mid-1980s pop-themed commercials exemplify advertising’s integration and negotiation of neoliberal values.
[[ljkehrer, Lauron Kehrer]]