Finding new and inventive ways to reach an audience has always been a goal for advertisers. So it is understandable, as more consumers are accessing the World Wide Web, that advertisers would begin to introduce their products in a new, electronic medium. "Pepsiworld 2000" is the example of many new ads produced by numerous companies and cooperations that are investing in Internet advertising. By analyzing ads such as these with the Toulmin model of argumentation, it is possible to gain a better understanding of the persuasive and argumentative strategies at work in these electronic advertisements.

In "Pepsiworld 2000" the Pepsi cooperation is making the claim that Pepsi not only tastes good but also offers good times to its drinkers. The advertisement is very effective, portraying Pepsi as a quality product with strong connections to popular entertainment. The consumer is left to deduce that drinking Pepsi has other benefits besides the taste of the cola. This strategy appeals to our emotional desire for entertainment and enjoyment. The grounds of this argument are presented in the links available, connecting viewers to popular games, movies, and music. The warrant to such an ad lies in the consumer's desire to want to have fun and the idea that Pepsi can provide entertainment and enjoyment. Pictured in big and bold blues and reds, the ad offers viewers links to music, movies, games, concerts, and free merchandise. The backing of the warrant is implied by the consumer's belief that these are all popular activities and that Pepsi can offer them sneak previews, sound clips, and free merchandise. The advertisement is further qualified by the use of recognizable names, such as the popular band Big, Bad, Voodoo Daddies, a picture of Tom Cruise in the film Magnolia, and the inclusion of the popular video game Rayman 2. The warrant is further qualified by the addition of a hot topic link and chances to win contests. As a whole, this advertisement is very efficent in presenting the Pepsi cooperation as an innovative and creative organization.

Steve Ray