Pepsi and Coke Ads

In continuing with the theme of music, what I found interesting were the two Pepsi and Coke advertisements. The genius of the two companies are their ability to create a global, but local brand image. The two advertisements each feature two rival female Arab pop stars, endorsing their products. The advertisements reminded me of the similar campaign that ran in the United States where Pepsi and Coke used rival pop stars Christina Aguleria and Britney Spears to sell their products. The two advertisements raise larger questions about economic globalization. By using the same format of advertisements does consumption become standardized across boarders? The standard model of advertising Coke and Pepsi utilize demonstrates how products sold in the Middle East does not necessarily differ from how products are sold in the United States. It also shows a similar cultural importance placed on celebrity in the United States and in Middle Eastern countries. Furthermore, is demonstrates how Western culture is blending with Arab culture and the global is not necessarily destroying the local, but celebrating it through advertisements. Looking at these ad campaigns one can see how global companies are creating models off consumption based off their success in the United States.