"Stimulate Your Senses" -SMELL

http://www.youtube.com/watch?v=bCjPP7liZCA&feature=related

The Five gum commercial intends to attract consumers to buy their brand of gum. The makers of Five gum, Wrigley’s, reach the viewers by stimulating their senses to give them the affect that they would enjoy chewing Five gum. Sound and touch are the senses most appealed to in this commercial as the setting reveals no appealing color or warmth, but rather darkness and an industrial look. However, the strange setting does intrigue the reader and force them to watch as technicians prepare the sound room for the Five gum chewer. This “logos” of forcing the viewer to pay attention to the message of the commercial continues throughout the forty-five second advertisement; there is no dialogue in the commercial, which makes the pounding rhythm of the bass almost hypnotic. The young man in the sound room, who is essentially the sender of the message, appeals to the viewer as curious and experimental which is what Wrigley’s intends the consumer to feel as well. “Ethos” is utilized when the curiosity of the man is revealed as he walks, barefoot, over the pool of tiny metal balls and picks one up to examine it. The feeling of walking barefooted over small, cool beads which is meant to mimic the “tingling” feeling of chewing Five gum can be easily imagined by the viewer. This sensation is further depicted as the young man lays on his bare back over the beads and the bass causes them to vibrate. The commercial effectively allows the consumer to experience the tantalizing effect of chewing Five gum through the sender of the message, the young man, who is a curious consumer himself and by stating the simple message, “That’s the spearmint tingle of 5 gum” at the end of the commercial. The statement gives the viewer the idea that they too just experienced what the young man in the advertisement experienced. The commercial ends with a command to the viewer to “Stimulate your senses”, a goal Wrigley’s achieves fully.