The Carnival Theory And The Interpretations Of The Activity Of "Pepsi On The Cans"

Pepsi company in 2008 with "Pepsi I created, all the people on the cans" as a slogan, launched a nationwide advertising campaign. This activity has been widespread concern of consumers and stimulate the consumer a high degree of enthusiasm for participation. Why is "Pepsi on the cans" activities can be successful? Starting from this issue, this paper use the Bakhtin's carnival theory as the theoretical basis for a comprehensive answer to this problem. First, the "Pepsi on the cans" is a marketing activities which places on the network. The network is characterized by interactivity, relevance and universality, Next, use Bakhtin's carnival theory to interpret "Pepsi on the cans" is from the spiritual needs of the human who involved in the activities. The carnival theory and the"Pepsi on the cans" have an internal and external relationships. Both of them reveal the person's value in the orientation consistency. Both of them pursue the freedom and equality values, but the difference is that one is based on practical activitiesthe and the other use the way of theory-buildingactual. Finally, this paper reached the following conclusions.,The enterprises purpose of marketing promotion can be effectively implanted into these carnival activities such as "Pepsi on the cans" by adoption of the following steps. These steps include identification of target customers, in-depth understanding of target customers, building databases, providing a platform on the network, the audience participation in the activities and establishing an evaluation mechanism and so on.