First, the setting of the advertisement is on a sunny day at a beach where there are a lot of people. It evokes the audience of a popular beach, maybe somewhere in Miami or California where everyone is trying to seek leisure at a hip spot. However, this desire for relaxation is apparently disturbed by the huge influx of population, waiting in line for some beverage. Placing the Diet Pepsi at a popular setting suggests a therapeutic ethos. This is when an advertisement “arouses consumer demand by associating products with imaginary states of well being” (Leiss 74). The location, weather, and the youthful people (mostly young women), bring people into a vacation-like setting, and associate the product as an agent that can bring such leisurely sensations.