What is an example of a misunderstanding in advertising as seen in the case of Pepsi?

In the context of advertising, a misunderstanding often arises when there is a disconnect between what the advertiser intends to communicate (the encoded message) and how the audience receives and interprets that message (the decoded message). In the case of Pepsi, there have been instances where advertisements aimed at one message were perceived in a different light by the audience, leading to controversy or unintended interpretations.

For example, an ad that aims to convey a message of unity and peace might be interpreted as trivializing serious social issues if the visual or contextual elements do not align with that intention. This highlights the importance of clarity in message formulation and audience perception, demonstrating that the same message can lead to vastly different understandings based on cultural context, timing, or the viewers' personal experiences.

This choice underscores the complexity of communication in advertising, indicating that successful marketing relies not just on creative content but also on ensuring that the audience receives and interprets the message as intended.