1.  Pepsi - a soft drink

2.  Transfer - words and ideas with positive connotations are used to suggest that the positive qualities will transfer to the consumer - the 'skinny can' will transfer to a skinny consumer

Weasel Words - words that suggest a positive meaning without actually making a guarantee - 'new' implies better, but, in actuality just means different

Glittering Generalities - uses appealing words and images to sell the product without really telling you anything about it - just because the can is skinny does not guarantee it will make you skinny, it is just appealing to an image that we may wish for ourselves

Simple Solutions - avoid complexities, solve problems easy - drinking a skinny pop out of a skinny can will make you skinny ie skinny can = skinny peson

3.  Blue - conveys integrity and trustfulness  - you can trust and believe their claim that this Pepsi product, in a skinny can, contains less calories and thus will be less fattening

4.  One specific audience would be targeting soft drinkers of the age of adulthood and up - both male and female - who like to drink pop but find it difficult to lose weight (due to age, time) - Pepsi is offering a guilt free alternative