#not specifically defining older and younger millennial because i respect vibes

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Visual Rhetorical Analysis: Doublemint Gum

https://www.youtube.com/watch?v=CJKyouRI3_I

 https://www.youtube.com/watch?v=enJbXlb4zqo

1st Advertisement spearmint and doublemint gum commercial (2005)

 This first advertisement takes an old concept stemming from 1959 and adds a modern twist to it. Doublemint gum continues the tradition of using twins to advertise their product (with twins being a comedic reflection of the “double” aspect of the gum), but revitalizes the message to appeal to a new era. It may seem like a long time ago, but the ad aired in 2005, which places it in what is considered the postmodern era, an age defined by rapidly changing technology. Although most people are very connected to new age technology in 2018 (with the universal acceptance and widespread integration of smart phones into the lives of people of all ages), this budding technology was less understood and perhaps met with aversion by some who felt connected to the old, traditional ways of doing things. It is in this fashion that the 2005 doublemint gum ad works terrifically well because it has elements that appeal to people on both sides. The Doublemint twins are dressed old fashion singing what sounds like a classic, old age jingle, but are talking about the new landscape of the 2000s.

 In regards to quality the ad is pretty average. The commercial did not age particularly well, and the effects seem a little unimpressive. However, the commercial is fast paced, contains a lot of action, and works pretty well to get its content out. Although the ad does mix traditional elements with a new age, in a sense it can be interpreted that the ad is criticizing the modern times. The doublemint twins are in a new setting, but they are complaining about the excesses of modern living, things like “junk emails” and “plastic surgery”. In this fashion this commercial may not appeal to the newest generation, as it may be seen as in attack of concepts that they readily accept.

 Because of the old fashion sentiment of this commercial (which is embodied by the doublemint twins themselves, as their original debut was in the 50s) I believe the purpose is to tap into the feeling of nostalgia, which would mean that the audience would be older people. However, many people considered Millennials actually don’t like modern culture and look to the past as well, so it could appeal to these people as well. However, the commercial is calling back to older time and therefore those that would most likely be nostalgic about it. The main claim or argument of this commercial is the idea that despite the fact that things are changing, some things (like the consumption of doublemint gum) should remain. Its an argument for consistency in an uncertain world, and I would say it probably channels emotions such as comfort and security. The twins specifically work as the spokeswomen or mascots of the product, and in this fashion we see that ethos is the main appeal being used because the commercial is centered around these twins. The twins are intentionally good natured, giving off a sweet, inviting vibe, and their endorsement of the product is an influencing factor. There are also humorous moments (the botched plastic surgery and the mall riot) and also moments where people are seen enjoying the product (which works as visual evidence or warrant that the product is good).In this fashion the commercial hits the marks of multiple argumentative/ persuasive techniques, and with its nostalgic element I feel it reaches the intended audience. It's a satisfactory, but not amazing, commercial

The Chris Brown Doublemint Gum commercial (2008)

 Although this commercial aired only 3 years after the aforementioned ad, it represents a significant shift in approach. No longer lamenting the golden age and relying on nostalgia, this commercial’s audience is younger people, specifically the newest identifiable generation (of that time). It plays what is considered a cult classic to those who were between the ages 10-18 when it was aired, the song “forever” is still featured on many party playlists as a “throwback”, and people who were in middle school at that time still listen to it today. Through this commercial Doublemint gum successfully channeled the desires of kids everywhere.

 The commercial is pretty masterfully filmed, with various shots of Chris Brown performing both dance and original music. The color scheme is excellent: the gum is the only colorful object, and it actually glows, illuminating the whole shot. This shows a great divergence from the 2005 commercial, which had chaotic action involving many extras constantly distracting the viewer from the product. Its short, simple, and good quality.

 Although taking a whole new approach, doublemint gum still employs the same main logical appeal: ethos. Chris Brown is the authority whose opinion the intended audience respects and wants to emulate. He is the only thing in the commercial besides the gum, and he is the driving element of persuasion. The entire commercial relies on his appeal. Language also plays a part of this ad, with what amounts to a new age jingle: a new version of Chris Brown’s hit song “forever”. Lyrics like “double your pleasure/double your fun/ it’s the right gum/ doublemint gum” associate happiness with the product. It also might be seen as humorous that this romantic single has been reinvented into a gum commercial. Additionally, because the beat and rhythm of the song remains, the emotional vibes within that original song may be felt in this commercial as well. There's a feeling of youthfulness, new aged dance culture, romance, and “being cool” that pervade from this song. This may not be felt by everyone, but definitely younger people.

 Persuasiveness is a complicated topic. Before Chris Brown’s domestic violence incident, he was a beloved pop culture icon. Afterwards people became split on their opinion of him, with many changing their views forever. The company pulled the commercial, suggesting that they no longer found it persuasive. This may be a good lesson on the dangers of relying almost entirely on ethos or a specific person/icon. If that person falls out of grace they lose their persuasiveness. To answer the question, it was extremely persuasive to young people before the incident, and arguably significantly less persuasive afterwards.

-D.F