‌Evrard‌‌1 

‌ ‌

Savanah‌‌Evrard‌  ‌

Mass‌‌Media‌‌Communications-Yellow‌  ‌

Ms.‌‌L.‌‌Schultz‌  ‌

5‌‌Nov.‌‌2021‌  ‌

Ad‌‌Analysis‌‌Campaign‌  ‌

I’d‌‌like‌‌to‌‌introduce‌‌my‌‌Ad.‌‌It‌‌is‌‌a‌‌Trident‌‌gum‌‌ad.‌‌It‌‌has‌‌the‌‌flavor‌‌of‌‌mint‌‌which‌‌is‌‌the‌‌ 

original‌‌flavor.‌‌Tridents‌‌slogan‌‌is‌‌¨Because‌‌you‌‌can´t‌‌chew‌‌deodorant.¨‌‌Let’s‌‌see‌‌how‌‌that‌‌goes.‌‌
   ‌

Let‌‌us‌‌start‌‌off‌‌with‌‌graphics.‌‌Everything‌‌is‌‌blue‌‌to‌‌go‌‌with‌‌the‌‌package‌‌of‌‌the‌‌original‌‌ 

gum‌‌flavor.‌‌The‌‌style‌‌of‌‌the‌‌gum‌‌package‌‌is‌‌somewhat‌‌cramped‌‌but‌‌it‌‌fits‌‌together‌‌nicely‌‌in‌‌the‌‌ 

end.‌‌Personally‌‌when‌‌certain‌‌things‌‌change‌‌it‌‌makes‌‌me‌‌feel‌‌weird‌‌until‌‌I‌‌get‌‌used‌‌to‌‌it‌‌again,‌‌ 

like‌‌backgrounds‌‌of‌‌things‌‌like‌‌on‌‌our‌‌phones‌‌or‌‌everyday‌‌things‌‌like‌‌an‌‌email‌‌template‌‌we‌‌have‌‌ 

been‌‌used‌‌to‌‌for‌‌years.‌‌Per‌‌package‌‌of‌‌gum,‌‌there‌‌are‌‌fourteen‌‌pieces‌‌of‌‌gum.‌‌Compared‌‌to‌‌Extra‌‌
 

gum,‌‌they‌‌have‌‌fifteen‌‌pieces,‌‌beat‌‌them‌‌by‌‌one‌‌more‌‌piece‌‌but‌‌most‌‌people‌‌don’t‌‌read‌‌the‌‌fine‌‌ 

print.‌‌These‌‌certain‌‌colors‌‌translate‌‌a‌‌feeling‌‌that‌‌you‌‌can‌‌trust‌‌the‌‌company‌‌with‌‌success,‌‌depth,‌‌ 

loyalty,‌‌calmness,‌‌and‌‌power.‌‌I‌‌cannot‌‌tell‌‌why‌‌the‌‌fonts‌‌were‌‌used‌‌other‌‌than‌‌to‌‌get‌‌the‌‌point‌‌ 

across.‌‌   ‌

The‌‌next‌‌thing‌‌about‌‌this‌‌Ad‌‌is‌‌that‌‌it‌‌is‌‌said‌‌in‌‌fragments.‌‌There‌‌is‌‌no‌‌sentience‌‌but‌‌it‌‌just‌‌
 

says‌‌¨Because‌‌you‌‌can´t‌‌chew‌‌deodorant¨”‌‌with‌‌no‌‌periods‌‌or‌‌punctuation‌‌except‌‌for‌‌the‌‌
 

apostrophe‌‌on‌‌can´t.‌‌I‌‌think‌‌that‌‌the‌‌statement‌‌¨Because‌‌you‌‌can´t‌‌chew‌‌deodrant¨‌‌is‌‌declarative‌‌ 

because‌‌it‌‌is‌‌making‌‌a‌‌point‌‌like‌‌¨I‌‌want‌‌this¨,‌‌instead‌‌of‌‌¨you‌‌should‌‌do‌‌this‌‌because‌‌this‌‌says‌‌ 

that‌‌trident‌‌gum‌‌is‌‌better¨.‌‌Also,‌‌I‌‌believe‌‌this‌‌statement‌‌is‌‌pretentious.‌‌The‌‌creators‌‌want‌‌the‌‌Ad‌‌ 

to‌‌seem‌‌big‌‌and‌‌important,‌‌but‌‌it‌‌is‌‌just‌‌a‌‌gum‌‌Ad.‌‌People‌‌don´t‌‌really‌‌need‌‌it‌‌unless‌‌it‌‌helps‌‌with‌‌
 

issues‌‌in‌‌their‌‌bodies.‌‌The‌‌design‌‌of‌‌the‌‌Trident‌‌gum‌‌package‌‌is‌‌pretty‌‌spare,‌‌It‌‌is‌‌not‌‌full‌‌of‌‌ 
 ‌Evrard‌‌2 ‌ ‌

words‌‌but‌‌it‌‌is‌‌not‌‌completely‌‌minimalistic.‌‌It‌‌was‌‌a‌‌pretty‌‌short‌‌amount‌‌of‌‌text‌‌in‌‌the‌‌ad‌‌as‌‌well,‌ 

it‌‌was‌‌one‌‌statement.‌‌I‌‌think‌‌the‌‌ad‌‌intended‌‌to‌‌show‌‌that‌‌you‌‌don’t‌‌really‌‌want‌‌to‌‌chew‌‌
 

deodorant,‌‌but‌‌you‌‌can‌‌chew‌‌gum‌‌and‌‌they‌‌have‌‌twenty-one‌‌flavors‌‌you‌‌can‌‌choose‌‌from.‌‌This‌‌ 

ad‌‌also‌‌used‌‌both‌‌puns‌‌and‌‌double‌‌entendre,‌‌it‌‌can‌‌be‌‌funny‌‌based‌‌on‌‌how‌‌you‌‌say‌‌it.‌‌But‌‌it‌‌is‌ 

open‌‌to‌‌interpretations‌‌and‌‌opinions,‌‌like‌‌why‌‌is‌‌this‌‌ad‌‌blue.‌‌This‌‌ad‌‌uses‌‌Logos‌‌for‌‌logic‌‌and‌‌ 

also,‌‌Antithesis.‌‌It‌‌uses‌‌Logos‌‌for‌‌logic,‌‌meaning‌‌you‌‌don’t‌‌really‌‌want‌‌to‌‌chew‌‌or‌‌eat‌‌deodorant‌‌ 

but‌‌the‌‌gum‌‌seems‌‌better‌‌than‌‌eating‌‌it.‌‌It‌‌uses‌‌Antithesis‌‌by‌‌meaning‌‌the‌‌opposite‌‌of‌‌what‌‌you‌ 

want.‌‌The‌‌ad‌‌says‌‌¨because‌‌you‌‌cant‌‌chew‌‌deodorant¨,‌‌you‌‌don’t‌‌actually‌‌want‌‌to‌‌eat‌‌it‌‌but‌‌gum‌‌
 

seems‌‌like‌‌the‌‌better‌‌thing‌‌so‌‌you’d‌‌buy‌‌it.‌‌The‌‌overall‌‌message‌‌or‌‌tone‌‌of‌‌this‌‌message‌‌is‌‌to‌‌
 

make‌‌a‌‌point‌‌of‌‌you‌‌would‌‌rather‌‌chew‌‌gum‌‌than‌‌chew‌‌deodorant.‌‌   ‌

This‌‌certain‌‌advertisement‌‌is‌‌found‌‌on‌‌Facebook‌‌posted‌‌on‌‌March‌‌27th,‌‌2014.‌‌Yes,‌‌I‌‌had‌‌
 

to‌‌scroll‌‌all‌‌the‌‌way‌‌down‌‌to‌‌find‌‌the‌‌date.‌‌In‌‌context,‌‌this‌‌gum‌‌ad‌‌is‌‌trying‌‌to‌‌get‌‌you‌‌to‌‌buy‌‌their‌‌
 

gum.‌‌It‌‌doesn’t‌‌appear‌‌among‌‌other‌‌ads‌‌except‌‌on‌‌the‌‌Trident‌‌Facebook‌‌page‌‌among‌‌other‌‌
 

Trident‌‌gums‌‌ads.‌‌This‌‌ad‌‌appeals‌‌to‌‌middle-class‌‌people‌‌with‌‌pretty‌‌much‌‌any‌‌aspirations‌‌they‌‌ 

can‌‌be‌‌of‌‌any‌‌race‌‌as‌‌well‌‌as‌‌any‌‌sexual‌‌orientation.‌‌I‌‌say‌‌that‌‌gum‌‌reaches‌‌all‌‌sexes/genders‌‌and‌‌ 

all‌‌social‌‌classes‌‌but‌‌mostly‌‌middle-class.‌‌This‌‌ad‌‌seeks‌‌that‌‌people‌‌want‌‌their‌‌gum‌‌as‌‌a‌‌value,‌‌
 

they‌‌need‌‌that‌‌fruity‌‌or‌‌minty‌‌flavor‌‌in‌‌their‌‌mouth‌‌at‌‌all‌‌times.‌‌
   ‌

I‌‌think‌‌this‌‌ad’s‌‌overall‌‌message‌‌is‌‌that‌‌you‌‌should‌‌not‌‌chew‌‌deodorant‌‌because‌‌of‌‌the‌‌
 

flavors‌‌you‌‌like‌‌but‌‌chew‌‌Trident‌‌gum‌‌instead.‌‌Or‌‌instead‌‌of‌‌Extra‌‌or‌‌Orbit‌‌chew‌‌Trident‌‌gum‌‌
 

compared‌‌to‌‌those‌‌two‌‌brands.‌‌The‌‌claim‌‌in‌‌this‌‌ad‌‌about‌‌the‌‌product‌‌is‌‌that‌‌it‌‌is‌‌better‌‌than‌‌ 

deodorant,‌‌I‌‌guess‌‌if‌‌you‌‌like‌‌smelling‌‌good‌‌all‌‌around‌‌your‌‌body‌‌instead‌‌of‌‌your‌‌mouth‌‌you‌‌ 

would‌‌use‌‌both.‌‌I‌‌do‌‌think‌‌that‌‌this‌‌ad‌‌is‌‌plausible‌‌and‌‌logical‌‌because‌‌it‌‌sells‌‌the‌‌item,‌‌but‌‌if‌‌you‌‌ 

are‌‌needing‌‌deodorant‌‌or‌‌other‌‌good‌‌products‌‌to‌‌make‌‌you‌‌smell‌‌good‌‌it‌‌could‌‌put‌‌your‌‌mind‌‌to‌‌ 
 ‌Evrard‌‌3 ‌ ‌

that‌‌as‌‌well‌‌to‌‌put‌‌on‌‌your‌‌shopping‌‌list.‌‌Implicit‌‌assumptions‌‌about‌‌this‌‌ad‌‌maybe‌‌that‌‌they‌‌are‌‌
 

making‌‌a‌‌deodorant‌‌that‌‌smells‌‌like‌‌gum‌‌or‌‌that‌‌other‌‌chewable‌‌things‌‌taste‌‌like‌‌this‌‌but‌‌are‌‌not‌‌
 

gum-like‌‌mints‌‌or‌‌actual‌‌fruits.‌‌The‌‌implicit‌‌assumption‌‌about‌‌the‌‌audience‌‌about‌‌this‌‌ad‌‌is‌‌that‌‌
 

they‌‌would‌‌buy‌‌this‌‌product‌‌but‌‌also‌‌that‌‌they‌‌wouldn’t‌‌buy‌‌it‌‌right‌‌away‌‌like‌‌¨I‌‌really‌‌need‌‌this‌‌
 

gum‌‌right‌‌now¨.‌‌It’s‌‌more‌‌like‌‌a‌‌¨I‌‌haven’t‌‌had‌‌this‌‌in‌‌a‌‌while‌‌I‌‌should‌‌give‌‌it‌‌a‌‌go‌‌and‌‌see‌‌what‌‌it‌‌ 

has‌‌to‌‌offer¨.‌‌The‌‌implicit‌‌assumptions‌‌about‌‌the‌‌culture‌‌of‌‌this‌‌ad‌‌are,‌‌at‌‌first‌‌glance,‌‌you‌‌would‌‌ 

look‌‌at‌‌the‌‌ad‌‌and‌‌say‌‌to‌‌yourself‌‌¨Do‌‌I‌‌really‌‌need‌‌this‌‌right‌‌now?¨‌‌but‌‌once‌‌you‌‌have‌‌thought‌‌ 

about‌‌it‌‌like‌‌me‌‌you‌‌realize‌‌it‌‌is‌‌a‌‌want‌‌and‌‌not‌‌a‌‌need.‌‌Personally,‌‌I‌‌have‌‌jaw‌‌issues‌‌and‌‌chewing‌‌
 

gum‌‌can‌‌tire‌‌out‌‌my‌‌jaw‌‌but‌‌in‌‌some‌‌cases,‌‌it‌‌may‌‌help‌‌with‌‌other‌‌people.‌‌I´d‌‌say‌‌that‌‌these‌‌ 

assumptions‌‌are‌‌mostly‌‌beneficial‌‌to‌‌this‌‌company‌‌seeing‌‌as‌‌they‌‌didn't‌‌do‌‌anything‌‌wrong,‌‌they‌‌ 

are‌‌just‌‌trying‌‌to‌‌get‌‌their‌‌product‌‌out‌‌there.‌‌These‌‌connections‌‌or‌‌discrepancies‌‌between‌‌these‌‌ 

explicit‌‌claims‌‌and‌‌implicit‌‌assumptions‌‌tell‌‌us‌‌about‌‌the‌‌ad’s‌‌meaning‌‌by‌‌showing‌‌us‌‌that‌‌the‌‌ad‌‌ 

is‌‌doing‌‌way‌‌more‌‌good‌‌than‌‌bad‌‌in‌‌this‌‌example.‌‌In‌‌other‌‌examples,‌‌it‌‌might‌‌show‌‌us‌‌that‌‌a ‌

company‌‌is‌‌doing‌‌really‌‌bad‌‌things,‌‌like‌‌alcohol‌‌to‌‌minors‌‌for‌‌example,‌‌or‌‌vaping.‌‌Some‌‌events‌‌
 

that‌‌might‌‌trigger‌‌this‌‌ad‌‌showing‌‌would‌‌be‌‌talking‌‌about‌‌this‌‌ad‌‌and‌‌for‌‌it‌‌to‌‌show‌‌up‌‌while‌‌ 

scrolling‌‌through‌‌social‌‌media.‌‌Some‌‌trends‌‌that‌‌would‌‌make‌‌this‌‌ad‌‌appear‌‌would‌‌be‌‌on‌‌ 

September‌‌30th‌‌is‌‌National‌‌Gum‌‌Chewing‌‌Day,‌‌as‌‌well‌‌as‌‌the‌‌whole‌‌month‌‌of‌‌September‌‌being‌‌ 

National‌‌Gum‌‌Care‌‌Month.‌‌Some‌‌attitudes‌‌for‌‌this‌‌ad‌‌showing‌‌up‌‌maybe‌‌that‌‌you‌‌are‌‌talking‌‌ 

about‌‌it‌‌with‌‌a‌‌friend‌‌in‌‌a‌‌good‌‌or‌‌bad‌‌way‌‌and‌‌it‌‌would‌‌show‌‌and‌‌get‌‌you‌‌thinking‌‌about‌‌the‌‌ 

product.‌‌Some‌‌beliefs‌‌would‌‌be‌‌that‌‌you‌‌are‌‌a‌‌constant‌‌gum‌‌chewer‌‌and‌‌the‌‌algorithm‌‌just‌‌may‌‌
 

know‌‌what‌‌you‌‌want.‌‌Also,‌‌some‌‌stereotypes‌‌may‌‌be‌‌that‌‌your‌‌parent‌‌is‌‌talking‌‌about‌‌how‌‌you‌‌ 

chew‌‌gum‌‌and‌‌it‌‌stays‌‌in‌‌your‌‌body‌‌for‌‌7‌‌years,‌‌this‌‌ad‌‌may‌‌pop‌‌up‌‌and‌‌get‌‌you‌‌tempted‌‌to‌‌buy‌‌
 

but‌‌you‌‌are‌‌unsure‌‌due‌‌to‌‌your‌‌parents.‌‌An‌‌insight‌‌to‌‌our‌‌culture‌‌about‌‌this‌‌gum‌‌may‌‌be‌‌that‌‌it’s‌‌
 
 ‌Evrard‌‌4 ‌ ‌

cool‌‌or‌‌trendy‌‌to‌‌have‌‌gum,‌‌everyone‌‌always‌‌wants‌‌a‌‌piece,‌‌but‌‌once‌‌it’s‌‌all‌‌gone‌‌people‌‌don’t‌‌ 

want‌‌to‌‌be‌‌around‌‌you‌‌as‌‌much.‌‌
   ‌

Thank‌‌you‌‌for‌‌listening‌‌to‌‌my‌‌ad‌‌analysis‌‌and‌‌have‌‌a‌‌great‌‌day‌‌or‌‌evening.‌‌I‌‌had‌‌a‌‌really‌‌
 

good‌‌time‌‌picking‌‌apart‌‌this‌‌ad‌‌for‌‌you‌‌as‌‌well‌‌as‌‌looking‌‌into‌‌advertising‌‌for‌‌myself‌‌so‌‌I‌‌can‌‌do‌‌
 

this‌‌with‌‌other‌‌ads.‌‌I‌‌think‌‌that‌‌chewing‌‌gum‌‌is‌‌great‌‌for‌‌people‌‌who‌‌don’t‌‌have‌‌jaw‌‌issues.‌‌I‌‌also‌‌ 

think‌‌Trident‌‌gum‌‌did‌‌very‌‌well‌‌with‌‌this‌‌ad.‌  ‌