The Juicy Fruit magazine advertisement is very bright and noticeable with just one glance. The background is the signature Juicy Fruit yellow and features four male, clay characters. All of them are standing on a raised platform facing a microphone in the center of the page. Each of them is wearing a blue blazer, white collared shirt, blue and white striped tie, blue shorts, and brown shoes. Three of the figures are singing, while the fourth is happily chewing gum, with a Juicy Fruit package in his front breast pocket. The bottom of the advertisement holds the saying, “So sweet you can’t help but chew.” The bottom right corner of the ad shows the typical Juicy Fruit package of gum with the slogan, “A sweet piece of fun.” Because there are
…show more content…
In his book, Campbell describes the way in which composition is important. It is vital to understand this idea because it is the way in which people, namely advertisers, place objects within a frame. It is also important to recognize the idea of composition because it provides audience members with the opportunity to recognize images’ function in capitalism and how “image comprehension” is linked to advertising techniques (Campbell citation). A large contributing aspect of composition is color. Each color in Wrigley’s Juicy Fruit advertisement holds various meanings and symbolism. Because yellow is a bright shade, it is associated with sunshine and warmth. It can be used to stimulate the senses and catch a person’s eye. In addition, red could also be used to capture attention since it is a bright color similar to yellow. Blue, on the other hand, is believed to having a soothing effect on the …show more content…
The overall image, with careful consideration of the composition and the signs, does not develop a manipulating message. While some companies, such as Lululemon or Rolex, utilize advertisements to try to sell audiences a lifestyle, Juicy Fruit uses its advertisement to simply offer consumers a product that is classic and sweet. The Juicy Fruit ad demonstrates the fact that advertising is not just images that are randomly assembled, but rather visual narratives that have an amalgam of layers that hold various meanings and symbolism for audiences to
In his book, Campbell describes the way in which composition is important. It is vital to understand this idea because it is the way in which people, namely advertisers, place objects within a frame. It is also important to recognize the idea of composition because it provides audience members with the opportunity to recognize images’ function in capitalism and how “image comprehension” is linked to advertising techniques (Campbell citation). A large contributing aspect of composition is color. Each color in Wrigley’s Juicy Fruit advertisement holds various meanings and symbolism. Because yellow is a bright shade, it is associated with sunshine and warmth. It can be used to stimulate the senses and catch a person’s eye. In addition, red could also be used to capture attention since it is a bright color similar to yellow. Blue, on the other hand, is believed to having a soothing effect on the …show more content…
The overall image, with careful consideration of the composition and the signs, does not develop a manipulating message. While some companies, such as Lululemon or Rolex, utilize advertisements to try to sell audiences a lifestyle, Juicy Fruit uses its advertisement to simply offer consumers a product that is classic and sweet. The Juicy Fruit ad demonstrates the fact that advertising is not just images that are randomly assembled, but rather visual narratives that have an amalgam of layers that hold various meanings and symbolism for audiences to