Cinematography, editing, and sound in film production

¶ … cinematography in the clip is very important in delivering Pepsi's statement. Throughout the commercial, the cinematography creates focal points that keep the audience's attention on the story and message being told. For example, in nearly all clips, the background is less focused than the shots main focal point. This allows the viewer to focus on mainly the boy, the Coke machine, the Pepsi machine, and the guitar. During the scene where the song is played on an accordion, the Coke Machine in front of the shop is not in focus, but the name of the accordion shop is easily visible. This may have been done to minimize Coca-Cola's screen time, but it also forces the audience to focus on the dull looking accordion shop while hearing the song. One of the more subtle messages is that Hendrix purchasing his first guitar was influenced by Pepsi Cola. It hints that because he made one "cool" choice, it led to the "cool" guitar playing image that gained him popularity. The cinematography is effective in delivering Pepsi's intended message.

Another way that the "Purple Haze" commercial communicates is through sound. From start to finish, sound has an undeniable way of showing that Pepsi is cooler than Coke. Before young Hendrix chooses the Pepsi over the Coke, the only sound heard is the honking of passing cars. Once the Pepsi is open and the guitar is shown, the Hendrix song begins to play. When he looks to the Coke machine, the irritating sound of the accordion begins to play. The relationship of the clip's image and sound makes the message loud and easy to understand. Anytime that Pepsi is in the scene, cool music plays. Anytime that Coke is seen, unpleasant sounds are played. While Pepsi's message of superiority is obvious, there is another subtle message provided by sound. Because the scenes before choosing Pepsi used only car horns as sounds, it is possible that Pepsi is indicating that life is a blank canvas before choosing a soft drink. It's hinted that if Coke is chosen, life will be boring and old fashioned, but if Pepsi is chosen, a rock star life is possible. While there are many other messages that can be interpreted through the commercial's sound, these are just a few.