Benavides 1

Carlos Benavides
Prof. Hymes
English 113 A
12/6/2015
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. The mint
tends to be overlooked because of its cheap value. 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 advertisement is a simple blue background with the complete attention toward Albert
Einstein. However, the advertisement doesnt seem to be a normal piece of paper, it's divided
into four cohesive and symmetrical parts. Albert on one hand is pointing to the reader, and his
other hand is holding Mentos; with a face of reassurance. The background also complements
Albert Einsteins station, having the famous e=mc^2. The picture only displays Einstein from the
waist up, drawing out his white hair and brown jacket.
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, motivates the potential consumer 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.

Benavides 2

Another reason why they include 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 man, but to common man worldwide.
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.
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 a individual. 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 advertisement utilizes many texts to exaggerate the need to purchase. 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.

Benavides 3

However, at this point it is used for entertainment because a mint is only a fresh maker. 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 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. 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. Creating
the assumption that Albert Einstein is a catalyst to purchase Mentos. 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 his article,
Your Brand's True Colors by John Williams, Williams sheds light to the reason why colors are
more than a simple pigment; they offer a need for emotion and attractions. In the header, I Eat
Mentos Do You? Takes up one-fifth of the picture ad. The color is green, illustrating the sense

Benavides 4

of significance. Prestigious man attempting to sell the common mans product. The effect of the
hook makes an 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, an average man will see this
advertisement and be 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 at least 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.
In hindsight, 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

Benavides 5

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.

Benavides 6

Work Cited.
Schrank, Jeffrey. The Language of Advertising Claims. Home.Olemiss.edu, Date Web.
10/15/2015
Williams, John. Your Brands True Colors Entrepreneur article. March 2007. Web. 10/16/2015