Gum Commercials: Commercial Analysis

The Old Spice commercial uses the Idea of Transfer which isn’t so obvious. Hirschberg states that the ideas of transfer are “ideas, attributes, or feelings from outside the product onto the product itself.” (Hirschberg 228 UCC) One subtle technique is the background images. One image is the beautiful ocean scene with the seagulls in the background. Also they use the beach with beautiful white sand and palm trees. Then they use objects that everyone desires. They man has diamonds pouring out of his hand. This is kind of like the example that Hirschberg uses. Hirschberg talks about the different idea of transfer used in cigarette commercials. The tobacco companies things such as waterfalls in the background and blue and green coloring on their packaging. The reason for the coloring and waterfalls is that cigarettes are commonly associated with burning tobacco leaves and dryness. But by putting the blue on their packaging and having waterfalls in the background the consumer doesn’t think about that. Then it also uses a kind of catchy whistle in the end. And now any time you hear that whistle you know it’s for Old Spice.

Pathos is strongly shown within this film. From beginning to end the commercial uses pathos to persuade the audience towards the film. As Sarah and Juan first lock eyes on each other, they smile. When they first interact with each other Juan helps Sarah pick up her books. She repays him with a piece of gum to thank him. They go onto many “firsts”: first date, first prom, first kiss and many more. At the end of all the “firsts” Juan draws those moments onto a single piece of gum wrapper.

This strategy is used in many commercials and advertisements in the market today. It is used to make the product seem more appealing and enticing than what it really is by diverting one's attention towards a more appealing item. In this situation, the more appealing item was a colorful pack of fruity flavored gum. This was more appealing than showing just a small stick like bland device. The name of this fallacy originated from the sport of fox hunting where a dried, smoked herring is dragged across the trail of the fox to throw the hounds off the scent (Wikipedia, 2006).

In ad A, the scene opens with dramatic music, fast camera shots and a tense narrative, all of which create a stressful mood. This tense beginning leads up to a shot of doctors huddled around an operating table, which soon emits a buzz. As soon as the camera pans down on the table to reveal the man from the Operation game, a voiceover introduces Geico. Because the patient is a game character, the mood of the scene immediately becomes much more lighthearted. Furthermore, the dramatic music and fast camera shots stop as soon as the voiceover introduces Geico. Because both the change in mood and the introduction of Geico occur almost simultaneously, Geico creates an association between the two instances. Along with ad A, ad B uses cinematography to create a harsh contrast between the tense atmosphere before the mention of Geico, and the relaxed one after the voiceover introduces the company. At the start of ad B, two armed guards and another man briskly walk down a dimly lit hall into a room where a prisoner and several other men reside. The dark lighting, realistic guard costumes and the intimidating sounds of armor clanking all contribute to the eerie and tense mood of the initial scene. In contrast, after the guards leave and the Ping-Pong table flips back dowm, the only sounds become those of men cheering. This drastic change in mood from an intimidating atmosphere to a festive and inviting one occurs at the same time as the voiceover advertising Geico, thus illustrating how the ad uses cinematography to create an association between Geico and pleasant environments. Similarly, ad C employs the same techniques in order to emphasize the fact that Geico relieves stress in tense situations. In this particular ad, the initial scene involves beeping alarms, flashing lights, sparking machines and a factory in disarray. With frazzled men and women panicking and

The commercial portrays two manly men in the masculine environment driving on an all-terrain vehicle in the jungle, battling snakes and shooting lasers to each other. The main idea of the commercial is that used to be feminine diet drink is made by Dr. Pepper “not for women.” The language used in the commercial triggers emotions in younger males saying them

At the time, I was about to graduate high school and go out into the big, scary world. The extra gum commercial is effective because of how relatable it is, the emotions it invokes, and the way the editing plays a role in how it is perceived. The extra gum commercial of 2013 was effective because of how relatable and human the relationship between the father and the daughter was. I can easily relate to this commercial because I see myself in the relationship between the father and the daughter.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

Pathos is the emotions triggered in yourself or other people. Feelings are infectious and the commercial business knows this. The purpose of this Extra Gum commercial was to persuade the audience to buy their product. The song in the commercial "Can't Help Falling In Love" sets the feel of the commercial and draws the crowds consideration towards the item.This commercial tries to convince the audience that the use of the gum can also be for love and compassion and not just for good smelling minty breath. It gives the buyers hope that they may find romance in their life if they buy extra gum.

Due to the fact that Wrigley’s gum is a dependable gum company the consumers are able to trust in their product and find it more appealing. This Advertisement uses Ethos in order to capture the audience’s eye or their wallet in this case for consumers are more likely to buy a product from a company who is authentic over a product from an untrustworthy company. Another rhetorical device used throughout the commercial was allusion because the audience has to look for the hidden meaning behind the ad.

The Commercial we chose to do is Extra gum: The story of Sarah and Juan. This commercial is about how they fall in love. And every event in their love story is placed on the gum wrapper, that the Sarah gives to Juan.

Their ad is especially tempting to those of the younger generation. It contains striking colors and graphics, highlighting the crushable capsule located inside their cigarette that releases menthol. The menthol creates a flavor that is supposedly a bold, fresh taste. This would interest people in wanting to try a cigarette. I think it looks appealing based on the principles of the blue background, the enchanting design, and the statements being used. Nonetheless, there are “small print” words hidden in Camel’s advertisement.

The intended audience for this are the whole entire population because who doesn’t want to freshen up their breath. The candy brand name is “Life Saver” which probably mean it will save individuals from having a bad breath in a formal situation. It also targets the people who are conscious about their weight since each candy is only ten calories. This advertisement is very informal and funny since it uses slang words such as “lotta.” The person who designed this advertisement has a good sense of humor since he utilizes a pun in the ad which is “hole lotta fresh.” This image is very memorable since of the pun and the big image of the candy.

The music in the background lures in the audience more and persuades the eyes to focus on the way these “ideal” bodies are being advertised. The commercial depicts the notion that skinny is what is desired. Kim and Khloe Kardashian are displaying what all women wish to have, the perfect body. They are using this sense of desire to lure the audience into persuading them to purchase their products. Affective marketing in commercials consists of certain techniques such as sound, music, and slow motion movements to make the viewer fall in love and be attracted to the product. They also use persuasive words that really make the product seem reliable without question,

Advertisements are oral or written cues designed to draw attention to a product. They are constructed to be appealing bits of information that can potentially bring businesses and consumers to the company and its product. Large companies spend thousands if not millions of dollars on advertising budgets each year. Whether it's billboards, magazines, or social media, advertising has infiltrated everyday life as we know it. In the comparison of Marlboro and Camel, each company attempted to show how their products are more worthy of purchasing than the other. The companies use psychological attention getters such as vibrant colors, words that make the audience ponder, along with backgrounds and pictures of the product. In comparing these two ads Camel did a better job of selling their product than Marlboro using better presentation techniques and wordplay to get into the audience's mind and lure them to their products.

A catchphrase “Feel fuller for longer” printed in the advertisement of “shape” might imply that it has a positive effect on losing weight, and further they might set women consumers as the target market layer. It cannot be said in a straightforward manner, but just to support this, looking at the bottom of this advertisement, we can find the specific fact about controlling weight. But in this case, the other advertisement “Connoisseur” colored with black and gold can be said that less effective. The reason for this is that, I think, the catch phrase “Two new Connoisseur yoghurts. So good they put them in larger tubs!” is so vague that almost nobody would understand the implication about what they have in their mind. Maybe both of the advertisements have the concept but these examples show that not just how clear it is but how clearly do they transmit via the advertisement are important as well