Extra Gum Advertising Analysis

1134 Words 5 Pages
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