Extra Gum Advertising Analysis

Good Essays
In contemporary America, young adults are infatuated with the classic love story. Whether it is Twilight or The Notebook, romantic movies and novels have become increasingly more popular and continue to be successful in the young adult market in America. Wrigley’s “Give extra, get extra” campaign for Extra gum, whose brand strategy is about making meaningful connections, addresses this captivation with love stories among America’s youth in their most recent ad. The ad, which is titled “The Story of Sarah and Juan”, focuses on the romantic connection between Sarah and Juan, starting right from the moment they meet, up until Juan proposes to Sarah. Released in October of this year, Extra gum aimed at tailoring “The Story of Sarah and Juan” …show more content…
The use of positive emotional appeal, narrative, and the source quality of similarity, Extra designs an advertisement that successfully appeals to the target audience of young adults and leads the audience to have positive feelings towards Extra as a brand. The first tool that this advertisement employs is the appeal to positive emotion. A positive emotional appeal is achieved through the use of vivid messages to arouse good feelings and is considered effective if it can “condition” a response, pairing the good feelings with the product in people’s minds (Mullin, 2015, November 3). In “The Story of Sarah and Juan”, Extra uses positive emotional appeals to induce sentimental and romantic feelings from the audience. The first use of positive emotional appeal can be seen when Sarah drops her books and papers and Juan gallantly rushes over to help her; Sarah then …show more content…
According to lecture, the use of narrative in the context of persuasion is defined as “telling or showing a story with a persuasive goal as the key to the happy ending,” (Mullin, 2015, November 5). “The Story of Sarah and Juan” follows the two young lovers throughout their relationship, right from the very first meeting. The narrative begins with Sarah and Juan in high school, when their relationship starts out with sharing a piece of Extra gum; each step of the way, as the couple gets closer they mark their special moments by enjoying a piece of Extra gum. Designing the ad within the context of a story about young love, Extra pushes the audience to become emotionally invested in the characters and their love story. Creating a strong connection between the audience and Sarah and Juan, Extra makes this story more than just an advertisement, but a love story in which the target audience of young adults will become enthralled with, which in return will make the ad memorable and will lead the target audience to associate Extra with their passion for love stories. Sometimes companies have issues with creating entertaining and creative ads like “The Story of Sarah and Juan” because of “vampire creativity”, which is when an ad is so entertaining that people love the ad, but forget which product is being sold (Mullin, 2015, November 5).

Related Documents

  • Decent Essays

    One Man’s Trash Is Another Man’s Treasure Extra gum’s commercial, “The Story of Sarah and Juan,” is exactly what Bob Greenberg, a leader in the commercial advertising industry, suggested for keeping advertisements fresh and interesting: make the advertisement the entertainment. The commercial is heart-warming as well as a tearjerker. Extra’s commercial follows the love story of two high school sweethearts, Sarah and Juan, through many different emotional times in their relationship together. The commercial shows Sarah and Juan from the first time they met, all the way up until Juan proposes to Sarah. The commercial depicts an emotional relationship with Sarah and Juan, uses hashtags to advertise their product, and conveys their brand loyalty…

    • 1220 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    This song was a hit in 1961, but overtime, this song has been popular throughout generations. Choosing this particular song for the commercial was a brilliant idea because the lyrics also tell a story throughout the scenes, but because young adults can relate to it the most since it portrays teens in the beginning and shows what most would…

    • 807 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Apple In Advertising

    • 959 Words
    • 4 Pages

    The use of narrative in advertising is being used so heavily in the advertising agency. One study shows, “stories in advertising can involve and entertain consumers or hook them into the viewing process. To the extent that ad perceivers are hooked, they feel more positive and express more favorable attitudes toward the ad” (Chingching, 2009, para. 10). The use of this strategy in advertising appears to work sufficiently in the overall opinion of either the company, the product or both.…

    • 959 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Romance Genre Analysis

    • 1065 Words
    • 5 Pages

    Romance genre is fiction that place their primary focus on the relationship and romantic love between two people, and must have an emotionally satisfying and optimistic ending. For consecutive years the all-time high grossing films have consisted of romantic love themes inspired by romance genre. Throughout the years the percentage popularity has increased because of its various subgenres, captivating people with different interests. It evokes strong emotions, which is why it has become appealing to people of all ages. Romance genre is not only popular because of its attractive story lines but because of its power to manipulate its viewers and encounter their real selves.…

    • 1065 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    Most of the time, the first impression of ice cream is full of honeyed memories, just like being loved and being in love. The main customers of ice cream are teens, this series of films refer to teenage love and seek for romantic love. It reminds an innocent past that young people went for ice cream with partner, walked along the beach. The Cornetto brings a new concept and generation of ice cream to update the traditional images through the media system and technology. It has built a strong communicative platform to attract the global…

    • 1154 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    This commercial tells a love story about a guy and girl, Sarah and Juan, who meet in school when she gives him a stick of gum for helping her pick up her books that she dropped. Throughout the commercial shows different memories they make together and Juan draws them on the gum wrapper. The “Extra Gum: The Story of Sarah & Juan” commercial uses several advertising techniques to get the attention of television viewers. The first and most influential technique used is the music. The song played throughout the advertisement is “Can’t Help Falling in Love” originally by Elvis Presley but the version used is covered by Haley Reinhart.…

    • 1067 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    More precisely, a brand name is built through advertisements. Thus, it is important to choose an advertisement that is more effective in attracting customers which are humorous ads. In this approach, the humour part of the ad makes the viewer feel good about the advertisement and these positive feelings create profound brand recognition (Khan 22). Further, humour appeals to human emotion as the entertaining message stands to stimulate brand engagement. Humour in advertisement has a strong purpose of the brand building.…

    • 1871 Words
    • 8 Pages
    Decent Essays
  • Decent Essays

    The main tactic Extra gum uses to persuade their audience and reel them in is through pathos and the many emotions it comes with. Nonetheless, viewers can’t get enough of the romance and love in which the commercial portrays. When viewers first view the commercial, they are introduced with the song “Can’t Help Falling In love” by Haley Reinhart. This song automatically intrigues some viewers who have a…

    • 710 Words
    • 3 Pages
    Decent Essays
  • Decent Essays

    Fireball's Brand Analysis

    • 1351 Words
    • 5 Pages

    The brand’s user imagery as well as usage imagery is on point for the target consumer. Jack Fire’s usage imagery is well depicted and the situation in which the brand is used is relevant. The brand positively targeted consumer with a well developed marketing campaign and has created a brand personality that draws target consumer to the brand once they are exposed to the product. One way the brand is staying relevant is through gaining parity. Jack Daniel’s has created a very close option without compromising the parent brands equity to competitor Fireball, a “must have” for consumers.…

    • 1351 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    The exemplification of a grandiose style of living further pushes the audience to come to the settlement that this new soap is, in fact, a necessity. When imagery is advertised in that way, a sense of eagerness is drawn out of the audience; the promoted idea is that viewers will now feel attractive, and they will also secure the deluge of perks that comes with it. Moreover, buying it assures that confidence boost will ensue, even though it is obvious that the association between the product and the benefits is nonexistent. The rhetorical devices in this commercial are successful marketing techniques and call the audience to purchase the…

    • 1000 Words
    • 4 Pages
    Decent Essays