Looking at the 5 gum ad, one may wonder why the color scheme used was chosen. The color orange has been associated with fire and life. Yet, it’s incorporated with black, a color linked to negativity and evil (Pamela Schindler). Perhaps to emphasize how the product’s presentation matches the company’s commitment to break away from competition; or to startle viewers into seeing the newest change-up in gum. The orange does its job at cutting the typical-looking gum away from competitors’ designs, but the color black is twisted in for a dark, mysterious effect about how the gum will make a person feel.
The artist of the 5 Gum ad also incorporated yellow; a color associated with a feeling of cheer, sunlight, and happiness (4). This explains why it is so intertwined with the blazing orange; the creator of the ad wanted to startle viewers, but not overwhelm. Mellow yellow outlines the outer edge of the design as a means to entrap the attention of the person looking at the ad. This person, in theory, will experience joy, move down the startling orange and undergo an emotional adjustment as he or she focuses attention to the cool, mostly black center of the page, back to the cheery outskirts, and put his or her thoughts aside as he or she ponders about what the gum will taste like and how enjoyable the new flavor could be.
The 5 Gum ad does an amazing job of having its image reveal much more than what it looks like sitting on a shelf. This image is a snapshot of the portrayed artifact’s personality; just as people evaluate other people, so do they as consumers to an item being pressed onto them to purchase. An item’s personality consists of its name, how well it’s packaged, the quality of the company manufacturing it, the price, and most importantly the nature of the product (Neeru Kapoor). The effect of having the product the sole focus of the ad gives a viewer nothing else to look at; no other image to remember.
While current technology allows advertisement agencies to create their most intricate designs easily, and then morph them into even more complicated images for viewer’s pleasure, the 5 Gum ad takes Steve Novick’s advice and keeps it simple. In their efforts to reach the viewer first, and stick out from the rest, advertisers have forgotten the reason they’re supposed to strut their stuff: to get people interested in a product, not show off how pretty they can make it look. Advertising and entertainment went hand in hand at one time; this age needs that time now. People need things simpler because in today’s society, we’re not going to work hard by studying an ad to decipher its meaning – we just need the clear and focused message (Novick). Amidst all the graphically intense ads, the 5 Gum ad emerges as an oasis in the dessert. Novick states that “people are hungry for a moment of relief”; the tropical sunset does just that with its simple, cool message. The ad invites a humorous change-up from the typical day that provides an opportunity to escape for viewers.
If one were to imagine oneself chasing a tropical sunset on a jet ski by positioning himself or herself in that moment of fantasy with all the livid details the 5 Gum ad wants viewers to create, it’s possible the dreamer might have a funny bone tickled. The person that thought of the absurd idea for the 5 Gum company’s ad knew that humor attracts attention, makes ads more likable, possibly increases viewers’ odds of remembering the advertisement they saw, and can put them into a good mood (Cline, Altsech, and Kellaris).
Attracting potential customers’ attention to the ad and getting them to like the ad is difficult task, but the 5 Gum ad does wonderfully at it; eyes are pulled inward directly towards the image of the gum. The witty, slightly humorous phrasing “Ever tried chasing a tropical sunset on a jet-ski?” enables the viewer to accept the thought as an idea that will never happen, but indulge on the possibility. As a result, he or she may find him or herself in a better mood, and willing to try something new – the ad succeeded.
A successfully marketed product will leave the reader in a state of mind where he or she can recall what message they’ve just received, be in a better mood, and possess a yearning to purchase the product. To be flawless the ad must be colorful enough; not to make eyes water, but to make it meaningful and heartfelt. The ad must possess an image real enough to illustrate the real product; not glamour it up like a fake supermodel. The ad must be simple enough to stand out from the crowd. Lastly, the ad must be humorous enough to attract both the eyes and minds of viewers and leave them in a better mood as they depart the page; the author’s new “Lush” flavored 5 gum ad is just that – the perfect ad.
