COM CO 101 Lecture Notes - Lecture 34: Kendall Jenner, Pepsis
3 May 2018
School
Department
Course
Professor
Public Relations
• Public Relations is the management of communication between an organization and its
publics.
• ‘Publics’ refers to the people who are affected by the organization and those who have
the power to influence the organization.
• Organizations decide frames for each advertisement, and a frame is essentially lens
through which issues are viewed. This ensures that messages are perceived in a certain
way.
Notes on the Pepsi commercial starring Kendall Jenner
• Two publics targeted by this advertisement are: Kardashian fans, a large and committed
group of fans, and Pepsi drinkers, who are comprised of a multicultural audience.
o Firstly, to appeal to Kardashian fans, Pepsi intended to portray Kendall Jenner as
an ordinary woman who leads the movement.
▪ However, through this tone-deaf ad, they depicted her as a non-colored
woman who makes light of serious political issues.
o And secondly, it was meant to show Pepsi’s support for recent protests like Black
Lives Matter and Muslim Anti-ban protests.
o Unfortunately, Pepsi tried to monopolize on serious issues like police violence in
a disrespectful manner and also promoted stereotypes which angered their
multicultural consumer base.
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