Advertisment analysis

For my advertisement analysis I chose an ad from Sports Illustrated magazine. It is a Wrigley’s Doublemint chewing gum ad. The company is introducing a new package design that is thinner and more convenient. The text is in big bold green and white letters that reads “check out our fresh new package, new slim pack & improved flavor”, and at the bottom it reads, “goes with you”. Obviously this is a marketing scheme to keep the consumer updated on their product. Yet there is more to this ad than just the new packaging. I noticed how the entire background is black and white giving a more old fashion feel. The background is an old picnic blanket on grass. There is a new package of Wrigley’s on the blanket along with a pair of glasses. These aren’t regular modern day glasses. These glasses look like my grandfathers old pair of glasses, the ones that have that aviator shape and a light sepia tint. The glasses are there for a reason, the company introduces a new gum package but they are still trying to maintain the originality. There trying to say that it is still the classic old Wrigley that people first fell in love with. This technique also serves another purpose. It preserves Wrigley’s credibility even though they have changed their package. This advertisement appeals to both the new generation and the old generation. It is keeping up with the new changing world yet still maintaining its classic image.