Deride and Conquer

“There’s about as much “choice” at work in this commercial as there was in Pavlov’s bell-kennel. The use of the word “choice” here is a dark joke. In fact the whole 30 second spot is tongue in cheek, ironic, self-mocking.  …Indeed, the product itself is finally incidental to the pitch. The ad does not so much extol Pepsi per se as recommend it by implying that a lot of people have been fooled into buying it. In other words, the point of this successful bit of advertising is that Pepsi has been advertised successfully. ”  —Mark Crispin Miller

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