I think this image is brilliant. It expresses the triumphant spirit of the American worker during times of struggle. Note the posture of the man who is dressed as a mid-level manager might dress. Even the shoes are not those of a senior manager--they are workingman's shoes. His sensible khakis and lack of a tie suggest he identifies with the working class, but he is upwardly mobile. Like the people of Cedar Rapids, he is of proud character. Gazing outwardly, past and above the camera, he is looking to the glorious future of American ideals. Pepsico recognizes that by linking the Quaker brand to this image is linking Quaker (and Pepsico) to the American dream. Is this just another feel good piece or does it smell like neoliberalism?
Pepsico's 2008 annual report was published in the form of a slick 100 page magazine. I assume that it was distributed to all Pepsico shareholders, which would include almost all Pepsico employees. I immediately noted how similar this image is to the one I first posted from Good Fun. This is a perfect example of how not only Frito-Lay, but other Pepsico brands or companies used this classic propaganda aesthetic in company magazines during 2008.
FYI, Pepsico is the parent company of Quaker, Frito-Lay, Tropicana, and lots of other brands.
No comments:
Post a Comment