Pepsi’s 2016 and 2017 ad for Diet Pepsi features Sofia Vergara and the new skinny can. The ad is selling the new skinny can style, and shows Sofia drinking Pepsi with a straw and a big blue floppy hat. The product is mostly being sold to those who are on a diet or trying to lose weight. Some visual techniques are the bright colours of the background and hat representing the blue in the logo and red lipstick t represent the red in the logo. The vibrant colours are eye catching and would get people to stare. The font is skinny relates to the new can. Ethos is the main techniques used because they use Sofia to sell their product and get people to buy it because she uses it. Some advertising persuasive techniques Pepsi uses snob appeal and transfer. Snob appeal in the ad is that when she is drinking Pepsi she looks glamourous with her lipstick and hat with her long hair maybe drinking Pepsi will make help make someone famous or live a luxurious life. Transfer would be the positive look of the ad and that it’s the new skinny look, overall look of the ad is sending a positive message to buyers.