In March of 2007 Wrigley released the new gum called 5 Gum. What made this gum different and exciting was its ads. The advertisements were dark, loud, and mysterious. The set of commercials for all of the flavors are reminiscent of a dystopian Willy Wonka inspired testing facility, they left the consumer wanting to see more of the world and share it with others. The commercial titled Lush presents their tropical version of the gum, taking place in a testing facility with an indoor tropical forest. The advertisement provokes pathos along with the other appeals in order to sell their product. The commercial begins with a dark screen with the words “How it feels to chew 5 Gum” narrated by an ominous voice with the product flashing in and out
…show more content…
The footage cuts to a panorama of a dome like facility with a tropical forest inside, in the center is a clearing encompassed by two rings of canon like machines. The next image is of a man, about mid twenties climbing congregate stars to a cage similar to the larger dome. The commercial jumps to him pulling a lever activating the fruit canons. He walks inside of the cage and lays on a table, the film skips to an orange loaded into a canon. When the man is back on screen a plastic shield is put over his eyes, his expression is calm but has an underlying feel of excitement. The next thing we see is the orange, that was in the previous shot, being fired along with the other canons into the cage. For several seconds it is the sound of the canons firing and the fruit berading the cage and the fruit juice raining on him. The voice cuts in again saying, “Crisp tropical …show more content…
Evidence of this is in the color scheme, the sounds and the general ambiance. Before anything else there is a black screen with dark sharp letters introducing the premise of the ad. The only bright colors are in the pack of gum drawing your eye to it. The commercial moves between being excessively loud and a quiet calm. For example, it at first seems chaotic and random invoking the feeling of curiosity, the first time a consumer watched it they were tempted to watch the entire thing because it was radically different from what they have seen before. Furthermore, the commercial took on a futuristic ambiance. Some illustrations of this are the fruit canons, the dome, and the automated aspects like his face shield. The company also attempts to connect with the consumers by having the actor be in their target demographic. While elderly and middle aged adults have preferences and children are still at the discretion of their parents, young adults have yet to have a go to gum or the like wise and would be more likely to try abnormal flavors. The technology used is also important as the younger generations are familiar and interested in new technology. The advertising team tries to hone in on that with flashy gadgets and innovative tactics. People of this age group are also more likely to take risks and make bold choices. Which may explain why the underlying message is this gum is so new and innovative
The footage cuts to a panorama of a dome like facility with a tropical forest inside, in the center is a clearing encompassed by two rings of canon like machines. The next image is of a man, about mid twenties climbing congregate stars to a cage similar to the larger dome. The commercial jumps to him pulling a lever activating the fruit canons. He walks inside of the cage and lays on a table, the film skips to an orange loaded into a canon. When the man is back on screen a plastic shield is put over his eyes, his expression is calm but has an underlying feel of excitement. The next thing we see is the orange, that was in the previous shot, being fired along with the other canons into the cage. For several seconds it is the sound of the canons firing and the fruit berading the cage and the fruit juice raining on him. The voice cuts in again saying, “Crisp tropical …show more content…
Evidence of this is in the color scheme, the sounds and the general ambiance. Before anything else there is a black screen with dark sharp letters introducing the premise of the ad. The only bright colors are in the pack of gum drawing your eye to it. The commercial moves between being excessively loud and a quiet calm. For example, it at first seems chaotic and random invoking the feeling of curiosity, the first time a consumer watched it they were tempted to watch the entire thing because it was radically different from what they have seen before. Furthermore, the commercial took on a futuristic ambiance. Some illustrations of this are the fruit canons, the dome, and the automated aspects like his face shield. The company also attempts to connect with the consumers by having the actor be in their target demographic. While elderly and middle aged adults have preferences and children are still at the discretion of their parents, young adults have yet to have a go to gum or the like wise and would be more likely to try abnormal flavors. The technology used is also important as the younger generations are familiar and interested in new technology. The advertising team tries to hone in on that with flashy gadgets and innovative tactics. People of this age group are also more likely to take risks and make bold choices. Which may explain why the underlying message is this gum is so new and innovative