Carlos Benavides 1

Prof. Hymes
English 113 A
10/18/2015
Mentos are Great

Every individual has heard of the famous mint, Mentos. Originating from the Netherlands, the
mint has excelled from its domestic success to worldwide profits. Although mentos is frequently
viewed as any other breath enhancer, the underlying truth is that mentos is highly rated mint that
is enjoyed by all intelligence and economic levels.

The purpose of many picture advertisements is to convert a viewer/read into a consumer. In the
case of a Mentos advertisement, it attempts just to do that. The picture here has the famous
Albert Einstein; a man known for his science prowess. On the surface level, the advertisements
merely illustrates that mentos is consumed by Albert Einstein himself. Einstein being in a higher
station, it motivates the reader to purchase mentos based on the merit that einstein approves of
the mint. The underlying message conveys that an individual should not be discouraged to
purchase such product. It is enjoyed by all intelligence stations worldwide. Another reason why
they have Einstein is because they are both universally known. A European man advertising a
European product. These two iconic figures are widely known worldwide, together they create
the call for action to sell. The advertisement aims to sell not only to european men, but the
common man,

The claim is exemplified with endorsement. In his writing, The Language of Advertising
Claims by Jeffrey Schrank, shows that celebrities are often used to reassure the reader.

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Celebrity or authority appears in an ad to lend his or her stellar qualities to the product (Schrank
7). In this case, Albert Einstein body language illustrates a friendly demeanor to the viewer.
Einstein is smiling, which is not common to see in any photo. A finger pointing to the viewer to
illustrate that he is acknowledging you. And the other hand holding onto the mentos reassuring
that this product will suit you. With his body language, he is advocating the mint. He is also
saying that the individual viewing the ad should buy it, it's great. Thus, the advertisement utilized
this celebrity to create a relation with Albert Einstein and the viewer.

Hyperbole in advertising is often used to grab the attention to the viewer, a hook in essence.The
header, I Eat Mentos Do You? With Albert Einsteins respective station, the header establishes
that he, Albert Einstein is in fact consuming Mentos. That also clarifies that anyone can indulge
the simple mint, despite of being in a high class or low class. Next, the advertisement shows
Albert Einsteins signature. Again, it is probably not true, but it is used to grasp the viewer in.
The importance of the signature is to illustrate that all of these statements and body language are
true. Proceeding to the final text, Mentos, Helping People Get Ideas. Now with this quote, it
can be assumed that Albert Einstein excelled into a high intelligence station with the help of
Mentos. However, at this point it is used for entertainment because a mint is only a freshmaker.
Overall, hyperbole is used to hearten the reader to motivate them to get up and buy mentos; a
need to sell.

The picture as a whole puts a lot of focus onto Albert Einstein, and shows less of the actual
product. The advertisement as a whole illustrates how important Albert Einstein is; however the
trick used is to shift that importance toward the mint. The strategy is to first establish the
intelligence and popularity of the celebrity, then follow it up with the hyperbolic statement

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saying that he or she too uses this product, just like any other individual. This inclines the viewer
to check out the product next time they are around. Creating the assumption that mentos is a
catalyst. The background focuses on E=mc^2; this reminds the viewer of the findings Albert
Einstein did in his time. If the reader doesnt know what that is, it is clearly put as a sign of
importance from the celebrity. To exaggerate, the advertisements creates an assumption that
consuming mentos alike Einstein did a individual will attain his level of understanding. Overall,
the picture advertisements puts more emphasis on the celebrity to grasp attention of a potential
consumer, then shift that attention to the need to sell.

The advertisement targets is universal; all ages and races. Using the two most iconic European
figures. If an individual didnt know who Albert Einstein is, well the advertisement will not be as
effective. Itll still have some effect because the advertisement focuses on this important man,
with equations in his background. Thus, even if one didnt know who Albert Einstein is, an
individual will still be able to see the importance of the celebrity the advertisement they have
chosen.

As for colors and font size, it is only clearly identify the point of interest. In the header, I Eat
Mentos Do You? takes up one-fifth of the picture ad. The color is green, illustrating the sense
of significance. Prestigious man attempting to sell the common mans product.The effect of the
hook makes a individual curious who is the consumer in the advertisement. Then, they see Albert
Einstein, and immediately beneath him is a quote half the font size than the header. Mentos
helping people get ideas. The peach color, like yellow, conveys motivation to the reader.
Having the famous equation, e=mc^2 , infers the higher station of intelligence can be attained by
anyone who consumer mentos. Hypothetically, a average man will see this advertisement and be

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assured that he can achieve greatness like Albert Einstein if he too is a consumer of Mentos.
Proceeding, the advertisement places Albert Einstein signature near his picture. The color of it is
white, it used to catch the attention of the eye. White is looked upon as a brilliant color. Having a
brilliant color and a brilliant mans signature together seals the deal for: catching attention and
illustrating the importance of the advertisement. To add on, Einsteins hair is also white,
concluding that if a person hypothetically did not know about this celebrity, the reader will
atleast be able to assume he is wise, and has some history of success at his early ages. The blue
background, it creates a serene feeling to the advertisement. The viewer will be okay with the
product, and trust what the advertisement is attempting to claim. The blue color in essence,
creates a peaceful mood and trustworthy connection to the viewer. The picture as a whole, is
separated into four parts. Thus, the advertisement seems to be as a mere simple puzzle. Pointing
interest to ideas, ideas are a puzzle, and the way to get ideas is with the use of Mentos. All and
all, the variety of colors and font sizes are used for hook, a sense of reassurance, and importance.

To conclude, the advertisement is more than a simple picture with Albert Einstein with it.
Through the use of colors, the advertisement as a whole is a puzzle. Here, it puts the right color
and font size to grasp the attention of a person walking down the street, and it goes on from there
with the other fonts and colors. The advertisements puts a lot of focus into Albert Einstein to say
to the reader, hey just because one isnt in a high station, shouldnt stop one from purchasing
mentos. Thus, creating the feeling that mentos is for everyone. To reassure that, mentos is a
worldwide known product, with the catering of a worldwide known man. Although exaggerated,
this mint made by the Netherlands will make a man excel from their station.

Work Cited.

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Schrank, Jeffrey. The Language of Advertising Claims. Home.Olemiss.edu/~egjbp/comp/adclaims.html , Date ? Web. 10/15/2015

Williams, John. Your Brands True Colors www.entrepreneur.com/article/175428 . March

2007. Web. 10/16/2015