In 2017 many brands and advertisers attempted to capitalize on the growing “social justice” sentiment that was being pushed heavily at the time. Many advertisements released during this period were not well received, but not many received the same notoriety as the Kendall Jenner Pepsi advertisement. This brand's marketing in the ad was ineffective as many viewed it as tone-deaf and making light of serious issues in a disrespectful and demeaning manner, while also being perceived as a reckless attempt to grab money by playing against the polarizing social climate of the time is failing seriously on all fronts, in particular on the ethical appeal in advertising. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay While there is a lack of true understanding of a publicly acceptable advertisement, mostly due to a lack of ethics, tone-deaf is the way to label the ad. This is because Pepsi does not seem to be aware of the meaning of what it shows in the advertisement. The ad makes it seem like protesting is a cool and almost meaningless thing that people do for fun. One of the main reasons people protest is because they don't agree with something. In most cases, when they see people protesting of any kind, they are outraged, worried or even scared. No one in Pepsi advertising looks like this and from this people identify a sense, or lack thereof, an ability for Pepsi to actually be informed about the ideas it promotes. This inability to appear aware of the ad's true weight significantly reduced the ad's perceived ability to attempt ethics. During the time period this announcement made the social climate of the United States quite tumultuous. Protests, as shown in Pepsi advertising, were a constant occurrence at the time and Pepsis brand attempted to capitalize on it in the minds of many viewers. The use of Kendal Jenner's multi-million dollar lead in the ad shown to people's logos made the ad truly have the deeper intention of simply selling the idea that Pepsi is more interested in financial gain than developing a brand that the general population would be proud to purchase from. Any savvy consumer after seeing the ad would most likely feel as if the brand is disingenuous to the viewer and would be less likely to continue supporting the company here like Pepsi. Many of the best marketing efforts achieve their goals ultimately by evoking strong emotions in an ad's viewers. Whether the emotions should be positive or negative on the viewer's part is determined by the brand's purpose for the ad. While more commonly a positive emotion is more suitable in the field of marketing for a brand, a negative emotion can also be used effectively to get a point across, but there is one important thing to remember in the dangerous world of marketing: the goal is to sell a product by building a respected brand image. When a brand's ad is watched by a group of people, they know that this is the main focus. They know that what they see is advertising, and when marketers use advertisements that parallel real, serious events, it can be difficult for viewers not to see a company trying to profit from the real hardships of others in an attempt to almost scam their emotions. to the opinions of the company. The now infamous Pepsi commercial featuring Kendall Jenner fell victim to this, and as a brand, they missed the mark and suffered.