"Gilmore Girls" is a TV show about the close relationship between single mother, Lorelai Gilmore and her daughter Rory. Set in a small, close-knit town of Stars Hollow, the show follows their lives as they navigate through adulthood and high school.
At the heart of "Gilmore Girls" is the relationship between the main characters, Lorelai and Rory Gilmore, their mother-daughter bond is strong, but also encounters some ups and downs, which feels very real for viewers, and as a audience we will be able to relate to their love and support, as well as the misunderstandings and arguments that they face.
One of the key features of Gilmore Girls is the smart, fast-paced conversations between the characters, Lorelai and Rory, that make a lot of funny references to books, movies and pop culture, which makes the show fun and entertaining for the viewers, who appreciate clever humour and who enjoy feeling "in on the joke" when they get the references.
In relation to Young and Rubican 4C's theory, "Gilmore Girls" would most likely attract the "Reformers" group, as they tend to be driven by self-expression, creativity and independence.
With a mix of Gilmore girls' witty dialogue and countless literary, cultural and intellectual references, Reformers, who value and enjoy intellectual stimulation, are likely to be drawn to the way characters, especially Rory and Lorelai engage in intelligent conversatiosn.
Gilmore girls is set in the fictional small, cosy town of Stars Hallow, which represents a simpler, and more communal way of living. For Reformers ( who often reject consumerism and materialism ) the show's focus on community and less on wealth and status, would appeal to the Reformers' way of living and their ideologies.
This advertisement uses humour to grab the audience's attention, as Pepsi positions itself as fun and playful, while implying that Coca-Cola is the "scary" competitor. The light-hearted nature of the ad makes it memorable, and appeals to consumers who enjoy wit and the use of comedy in advertising. The ad also draws upon the long-standing rivalry between Pepsi and Coca-Cola, a competition many consumers are familiar with. Which catches the audience's attention, by referencing pop culture and the on going debate that has existed for decades, making the ad relatable, and interesting for people who follow the "Coke versus Pepsi" discussion.
Additionally, by the ad tying into Halloween, which is a popular world-wide holiday, known for its costumes and fun, Pepsi makes the ad more relevant and engaging, which overall engages the audience, adding a festive element that keeps the audience entertained.
According to the 4C's theory, this ad would be targeted towards Mainstreamers, who value security, familiarity and are likely to choose well-known brands such as Pepsi, In the ad, it reinforces Pepsi's appeal to Mainstreamers by associating Coca-Cola with something negative or "scary" ,while positioning Pepsi as the more relatable, friendly option.
By combining humour, brand rivalry and a seasonal theme, Pepsi effectively appeals to a broad audience, particularly Mainstreamers who are looking for reassurance in the brands they know and trust.
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