5 Ascent Gum

Art With A Strategy Jef I. Richards states, “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” I believe Jef is right, each advertisement is a creation with strategy to best capture the attention of potential consumers to sell their product. There are no mistakes in an advertisement. Each detail has been designed and thought through in an attempt to sell their product. I will evaluate an advertisement of 5 Ascent Gum to better understand why they designed the advertisement as it is, if they met certain appeals, and if they were able to create a successful advertisement. I will illustrate 5 Ascent Gum’s advertisement. First I will describe the 5 Ascent’s Gum Advertisement details. The 5 Ascent went for a simple bold approach with a white small title of “5 ASCENT GUM” centered at the top of the page. The background is completely black. When you see the
First I will conclude the primary appeal from Jib Fowls’s lists of appeals for this advertisement as the “need to satisfy curiosity.” Jib Fowls recognizes 15 basic appeals in his Article “Mass Advertising As Social Forecast.” This list contains various needs the marketers use to best sell their product. When I looked at the 5 Ascent Gum’s advertisement I was extremely curious what the flavor “wintermint” taste like. This advertisement markets the “need to satisfy curiosity” to it’s future consumers. Next I believe the secondary appeal is the “need to escape.” I concluded this appeal due to the particles of ice breaking free from “AN INTENSIFYING WINTERMINT.” 5 Ascent is marketing a new flavor of gum. I think the “need to escape” could be to avoid the old unexciting flavors, or the “need to escape” bad breath. The secondary appeal from Jib Fowls’s 15 basic appeals is the “need to escape.” These two appeals; “need to satisfy curiosity,” and “need to escape,” are efficiently used to advertise 5 Ascent