For my essay I’m going to be focused on the Dentyne Ice advertisement which was launched last year and featured four teenagers lying suggestively on top of each other with the words “Chat room full” underneath it.
I think that this is a good advertisement to analyze because of its sexual innuendos as well as its play on words with technological concepts. Due to the proliferation of technology, face to face interaction has severely declined and Dentyne Ice is making a play on this concept by showing that “Chat room full”, a concept meant for something which occurs online, should also apply in real life. The fact that internet/technology is causing a decrease in face to face interaction is an ideology that people need to be aware of before understanding this advertisement fully. Dentyne Ice did a series of advertisements which used words which were associated with the cyber world and applied it to real life situations.
In addition, Dentyne also made sure to use good looking people in their advertisements, proving that once again, sex sells. Their advertisements were pretty racy (not compared to fashion advertisements but for gum advertisement standards), as they were all focused on “making face time” and kissing; this advertisement in particular definitely embodies sexual qualities as four friends are suggestively lying on top of each other and one boy at the bottom has his shirt off, which definitely isn’t necessary to get Dentyne’s point across but is done anyway.
Furthermore, it is apparent that Dentyne included different races in these ads, but the fact that the seemingly “foreign” girl is put in the left corner and given the least space shows that she is valued the least and the fact that she is the lowest position shows a sense of subordination.