The intended audience for this
product, which is Orbit gum, is anyone who uses gum. The actual audience would
be anyone who happens to see the commercial while watching television. The
values that the audience holds could be, that cheating is dirty and so is bad
language. The author appeals to these values by making the commercial a joke
about each instance. The bad language is replaced by funny made up names they
call each other. Using the stereotypical man caught with his office assistant
emphasizes the cheating. There is then the angry wife who does not just take a baseball
to his car, but puts it through a wood chipper, which would be impossible to
do.
Although it is meant to be making
fun of such a situation, it could give off ideas that society is against and
lend to negative connotations. The social and cultural connotations within this
text also deal with cheating and “bad” name-calling.
The overall purpose of the
commercial is to promote the fact that Orbit Gum gives your mouth a clean
feeling “no matter what”; that is whether your mouth is physically dirty and in
need of cleaning or your mouth is dirty due to the profanity coming out of it.
They do a good job at getting their point across again by the use of an over
exaggerated situation. They use the sparkling of the teeth and smiling faces at
the end to help in proving the gum cleans your mouth and again helps the
overall message.
