Nowadays commercials seem to be every where and advertise almost about anything and everything that they think can be sold to consumers worldwide. Many marketing companies like Dentyne, an international chewing gum manufacturer, have realized long ago that sexual imagery is better retained in our brains, so in order to leave a better impression about their products in consumers minds they have gone ahead embraced these techniques to the fullest, lawful, extent in their ads in order to boost up their quarterly sales. Two chewing gum commercials presented by Trident and Dentyne, "Trident sugarless gum"(1980) and "Dentyne Ice Arctic Chill"(2001), use a type of propaganda referred to as Weasel Words: "original", "softer", "new", and more "flavor" and Testimonial techniques done by Peggy Fleming, which are able to reach out to their viewers through the use of Logos, Ethos, and Pathos appeal by inducing sexual thoughts and using Dentist recommendations. In the 1980's Trident advertised their new Trident sugarless gum through figure skater Peggy Fleming; An American figure skater, 1968 Olympic Champion, and 3 time World Champion. The commercial takes place on an ice ring, Fleming is seen approaching a little kid named Jerry who is skating with his new friend, he then introduces his friend to Peggy Fleming. Ibarra 2
Fleming almost immediately offers Jerry's new pal if she would like to taste the "New Sugarless Trident gum". The little girl goes ahead and tries the gum while going "mmm", you could barely understand what the girl murmurs after that. Fleming goes ahead and turns the gum box around to reveal a label on the back, which in bold black letters read "4 out of 5 Dentist surveyed recommend sugarless gum for their patients who chew gum". Almost immediately Jerry is amazed by this new chewing gum and decides to introduce more of his friends to Peggy Fleming, she then magically pulls out 3 more gum boxes to share with Jerry's new friends. The...
Please join StudyMode to read the full document