Adpaper
...ildren. If you are ever to catch on fire stop, drop, and roll. They are using play on words. That the product is hot, maybe even hot enough to ignite flames. Another thing that enters the readers mind deals with the last part of what it says which is caused by the picture of two people of the opposite sex rolling around on the floor with each other. If you mix those two thoughts together it brings a sexual aspect to the product and to the readers mind. It can lead a reader to think that with this gum it can ignite a flame of passion between two people. It also goes with the saying above the product rolling around well that’s what their doing down their on the floor basically. They may not be actually rolling but I think we all know what they are getting at with saying that. To go along with that it leads me to believe that they hope that the consumer has seen their commercials before. In their commercials a couple’s daughter brings her boy friend home to meet her parents. While they are all talking to each other the daughter pops a piece of gum in her mouth. She starts to loosen up her shirt then jumps her boy friend and starts to make out with him in front of her parents. As the dad sits their in shock while the mom picks up the pack of gum that is now laying on the floor. The mom takes a piece of gum out of the pack and puts it in her mouth. After the mom puts a piece in her mouth she does like the daughter and jumps the father to end that commercial. I have a feeling that they expect that the readers have seen one of their commercials since they all have that same aspect to them. In the picture I get the idea that that they are in an office on the floor. I get this idea from the file cabinet in the back of the picture. To the left of the file cabinet you can see the desk chair. This leads me to believe that this might be a business man and his secretary on the floor of his office. This is how the whole thing might have happened. His secretary dropped in and dropped off some papers that her boss needed to see. While he is looking over the paper his secretary sees some gum sitting on the desk of course it is Dentyne Fire. She picks up the pack of gum and pops a piece in her mouth. Her boss takes down the papers in front of his face and sees that she is getting warm and stuff so he gets up from his desk to see if she is all right. Well that is when she most likely jumps him and they end up on the floor of his office. That’s just my theory on how they could have ended up on the floor of his office doing what it looks like they are getting ready to do. From that aspect you wonder why the ad has a business man probably in his late 20’s early 30’s in a Vibe magazine. It is more of a magazine for hip-hop teens. This leads me to think that the magazine company figures that people of that age rage are reading this magazine. Most likely trying to hang on to their youth and still feel like they are hip, cool, and have not lost their edge. By putting an ad like this trying to sell gum using this sexual aspect that this older men can bring a spark to their relationship or just out on the town with this gum. Also by having the seen of the last picture in an office and my knowledge of a commercial I had seen where the daughter gets it on in front of her parents...