Father And Daughter Analysis

“Why is this gum commercial making me sad?” This is a common question asked by viewers of advertisements created by the brand Extra of the Wrigley Company. “Father and Daughter”, one of the aforementioned advertisements for the company, depicts the touching story of the relationship between parent and child changing and developing over the years while one common factor remains as she grows into adulthood, an origami crane created by the father using the metallic wrapper of the chewing gum. In order to sell the notion to family oriented consumers that may be able to relate to the hardships both of growing up and of raising a child into a young adult, Extra uses pathos in the developing relationship between the father and daughter. Although …show more content…
In the advertisement industry, playing into consumers’ emotions, or pathos, is a prevalent approach in making a compelling advertisement. In the case of “Father and Daughter”, Extra seeks to make the viewer feel the sentiments of the relationship between parent and child as they undergo life’s many milestones and hardships. The product comes into play as the element enhancing the bond …show more content…
When trying to create a tranquil aesthetic, advertisers will use calming melodies to relax viewers and give them a sense of security with the product. In this advertisement, a gentle song plays along with the memories of the father and daughter bonding over the origami cranes. A quote from Alex White, Co-Founder and CEO of Next Big Sound, Inc. theorizes, "Brands increasingly need to stand out in a cluttered world and music is one of the best ways to resonate with their customers. As for the role music can play – a song choice can reinforce the particular message the brand is trying to convey and demonstrate a brand's personality." In “Father and Daughter”, music along with the aforementioned visuals work together to give consumers a subconscious feeling of nostalgia and security.
Extra was very strategic in the creation of “Father and Daughter”. By using pathos, soothing visuals, and serene melodies, this advertisement succeeds in tugging on the viewers’ heartstrings. The relationship between parent and child is one that many consumers can relate to and Extra reaches the target audience by this notion. The gum is shown to be a sort of ribbon that ties the father and daughter together and the idea that is trying to be conveyed is that it could do the same for the viewers. It is in this way that Extra created an effective emotional