Thursday, March 29, 2007

No matter how many times I look at this piece of promotional material from Wrigley's, I can't quite get my head around it. All I can say is that will do a lot more for students of semiotics than it will for the average consumer of chewing gum.

As Roy Walker famously observed on Catchphrase, you should "just say what you see". So, here's what I see:

We're in a park of some kind. A smartly dressed, middle-aged businessman sits with a younger lady on a bench. We assume that she is his mistress or an airline stewardess he recently encountered on a business trip. In front of them is a green suitcase branded Orbit® Complete. The couple are temporarily distracted by a large lady on their right who seems to be limbering up for a Sumo competition. The headline reads: "Fight Back Against Plaque Attack".

Answers on a postcard please. Or, failing that, an email -

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