slugUse of Language Games in Competitive Activity: A Content Analysis of Two Nonalcoholic Beverage Brands

Journal Title: International Journal of Management, IT and Engineering - Year 2011, Vol 1, Issue 2


In 1984, Roger Enrico published, ―The Other Guy Blinked: How Pepsi Won The Cola Wars‖ in which he participated as the CEO of Pepsico USA. In his book, Enrico presented a story of the commercial competition between Pepsi Cola and Coca Cola companies which he conceptualized with the metaphor of war. By participating in a language game, social actors pragmatically coordinate their activities through the language they use. The author studied Enrico’s book and looked into the functions of metaphors and metonyms in three different levels: The level of the messages that each company sends to potential clients, the level of messages between the companies and finally the level of the narrative by Enrico. More specifically, considering these three levels, the author explained how Pepsi influenced Coca Cola via metaphors and metonyms - especially via superstar (celebrity) advertising – to make Coca Cola react by changing the almost hundredyears-old formula composition. Finally, the research highlighted the assumptions and the rhetorical techniques which may not be known for by Roger Enrico at the time the book was written.

Authors and Affiliations

Mr. Gursel ilipinar


Related Articles

Medical Tourism: Trends and Challenges in Indian Scenario

Tourism is a kind of economic bonanza which significantly contribute to the growth of a state as well as a country. The rate of success of this industry is dependent upon a range of activities ranging from transportati...


Work attitude is the way of doing things in the work place, not just the way the employees perform their work but also the way they think and feel. Work place attitude influences the various forms of behaviour in an em...

slugAn Algorithm for Land Surface Temperature Analysis of Remote Sensing Image Coverage over Dehradun District, Uttarakhand, India

Estimation of LST from remotely sensed data is nowadays usual. LST is a key parameter in the physics of land surface processes because it is involved in the energy balance as well as in the evapotranspiration and deser...

A Bibliometric Meta Analytical Literature Evaluation on Changing HR Practices: A HR Leadership Perspective

Since Hamurabi Code, to Kautilya‟s arthshasthra to post modernism era of eHR practices, Human Resoruce Management is still viewed low intensive and yet a reactive norm of any organisation existing around the world. The...

An Analytical Study of Marketing Mix Elements Causes Customer Acquisition for Telecommunication Service Providers: Using Factor Analysis

The present study investigates and evaluates ‘marketing mix elements’ which affects acquisition of customers for telecom service providers. A questionnaire was developed and distributed to telecom customers in and arou...

Download PDF file
  • EP ID EP18035
  • DOI -
  • Views 243
  • Downloads 15

How To Cite

Mr. Gursel ilipinar (2011). slugUse of Language Games in Competitive Activity: A Content Analysis of Two Nonalcoholic Beverage Brands. International Journal of Management, IT and Engineering, 1(2), -.