Most Americans spend about three to four hours a day watching TV, according to Nielsen Numbers. During this time Americans encountered commercials with promising product that improve your life. When it comes to love, the media uses sex to lure in the customer. We see this form of advertising in recent products campaign such as the Dentine Ice "Practice Safe Breath" and the Axe "Apollo."
The campaign "Practice Safe Breath" had subliminal messages about sex. The first scene of the commercial was a couple in a car. The couple was about to kiss and a girl stops the guy and says "Wait, you have one right?" The word "one" has a double meaning both refering to the gum and a condom. The guy puts his hand in his pocket and retrieves a packet of Dentine Ice. The girl smiles and grabs a piece of gum. The next scene of the commercial is about a Guy that is in a hurry. He goes into his friends room and says "Hey bud can you help me out." The friend opens his night stand and pulls out a packet or Dentine Ice. For most guys night stands are the place where guys usually store their condoms. In both situations the gum was being used in context that could be confused with a condom. After the Guy gets the gum pack he rushes back to his girlfriend and begins to kiss her. The media knows that using sex as a "subliminal message" will produce an attention grabbing commercial. The audience then comes to the conclusion that if they buy Dentine Ice then maybe it will help them improve their love life. Some people might even want to be in the situations that are shown in the commercial. The body language shown by the characters in the commercial were very sexual. Most of the characters were eager to get intimate with each other, and needed the gum to for fill their needs. The commercial "Dentine Ice Practice Safe Breath" was named after a campaign called "Practice Safe Sex" that was supported by the non profit organization named Kush Kash Entertainment in 2011. The...
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