Advertisements come in all shapes and sizes but they all come with the same purpose, to get their message out to the public in the most effective way possible. Many are meant to sell items, such as this one, but there are also many that are meant to spread beliefs or to try and get people to not do something, such as anti smoking ads. All of these can be further dissected from what they present at face value into smaller parts to further understand their main purpose and audience. If we analyze this using the Toulmin method then we can break it up into three parts, the claim, data, and warrant.
The claim of this advertisement is stating that the viewer of this commercial should buy Juicy Fruit Gum. That is really pretty standard for any advertisement because that is the main goal of the companies, to sell their product.
The data in this advertisement is more on the comical side saying that even sharks will turn down eating people because this gum is so juicy they would rather chew it. Great White Sharks have this stigma that they are man-eaters so if they are willing to turn down that for a piece of gum then it must be good.
The warrant is that everyone wants juicy gum. They are assuming that people aren't looking to gum for whiter teeth or for fresher breath but something that tastes good and is enjoyable to chew.
I agree with your analysis. Juicy Fruit is definitely assuming that "juiciness" is a quality that its target audience values in gum. Nice work!
ReplyDeleteYes, very good analysis of that commercial. You give very good information to support your claims. Makes me want to go buy some Juicy Fruit Gum. HAHA.
ReplyDeleteClever choice for analysis. I only considered articles and editorials, but advertisers are pros at the Toulmin Method.
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