Faculty Advisor

Clark, William M.

Abstract

This paper focuses on the different advertising techniques used to target young adults in the beverage industry. We selected and researched eight popular beverages to bring public awareness to the advertising strategies utilized to entice the consumer to buy the product. Our analysis of these beverages and their advertisements demonstrates that the most commonly used tactics include humor, sexual innuendo, emotional manipulation, and celebrity endorsements.

Publisher

Worcester Polytechnic Institute

Date Accepted

March 2007

Project Type

Interactive Qualifying Project

Accessibility

Unrestricted

Advisor Department

Chemical Engineering

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