Advertising: I'm Bad, Comrade

I'm Bad, Comrade

If anyone can change frugal comrades into free-spending Western-style consumers, Michael Jackson can. Or at least PepsiCo seems to think so. Last week the performer pirouetted his way onto Soviet TV in Pepsi commercials featuring slogans like "The new generation chooses Pepsi" that were superimposed in Russian. The ads, along with commercials for Visa credit cards and Sony TV sets, appeared in a series of talk shows with Soviet Commentator Vladimir Posner as host. He interviewed Americans in Seattle on subjects ranging from sex to presidential politics. The ads marked the first time that companies have been allowed to buy time...

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