Advertisments: Then and Now

The relationship between the text and the image of this ad is atypical regarding its time period, as most early 20^th century ads make prevalent use of large blocks of text, almost in the manner of a newspaper column. This technique, using a large image and large, simple text makes this ad stand out amongst its contemporary counterparts. The prominent display of the sealed packaging and the emphasis on the text give the viewer a good sense of the time period of this ad. This ad was introduced near the beginning of the era of convenience, roughly the early 20^th  when the transition was being made from a localized economy to a global, interconnected economy. This is the main reason the advertisers explicitly state the disposable characteristics of the product, because many of the consumers in their target audience were unaccustomed to the new idea of single-serving, disposable confections. Also, the use of the word “purity” as a buzzword to induce image of cleanliness, which was a topic that was present in the consumer populace’s mind, due to the advancement of germ theory.

             In the twentieth century, Wrigley created a new brand of gum known as Orbit.  The new brand focuses its advertisements to a younger crowd creating a sensual appeal to the brand.  The advertisement doesn’t use text but strictly a picture of a couple with appearances that juxtapose each other. Orbit promotes their product by insinuating that it will make men and women more desirable to the opposite sex. For a younger crowd they are convinced that if they are going on a date that they must bring gum for the outcome that they desire.

              In the pictures it is clear that the packaging of the gum is very wasteful.  First the gum is packaged in a “purity package,” secondly it is all in a larger package, it is all packaged in a plastic cover and lastly gum itself doesn’t decompose so virtually every aspect of gum goes to the dumpster.  Now that companies have convinced young people that gum is a necessity for intimate situations, younger people produce massive amounts of trash because of the convenience of the single packaged gum pieces.  Nobody questions the production of a product from brand name companies such as Wrigley, because they have convinced American people that their product is needed through advertisements.  As David Orr states in his book Earth In Mind, ““we are becoming more ignorant of the things we must know to live well and sustainably on the Earth” (Orr, p. 11).  This ignorance is growing just as the power of large companies is growing; this is because they are directly connected.  Companies convince people that they always need more, better or bigger products and as a result people forget how to live and consume in a way that is healthy for the Earth.

By Hammy Wallace, Ryan McLean, Bennet Smith