Culture Jamming - 5 Gum

It’s everybody’s favourite gum of course, and chewing one piece is not going to kill you but the fact that aspartame is becoming a regular sugar substitute in most chewing gums is unhealthy. Long term exposure to this man-made amino acid can cause damage such as; hearing loss, epilepsy, alzheimer’s, parkinson’s, etc.. This ad is not just for the gum chewer’s awareness, but for the manufacturer’s as well. Even though aspartame means less calories, would you still want to risk your health, especially if you are a frequent gum chewer?  And it’s not just 5 Gum, its most gum brands that you would find in a convenient store. Aspartame is not the only sugar substitute and I don’t think it should be used so frequently when there are so many negatives about it.

For my ad, I used one of the 5 Gum advertisement for their flavour called Pulse. I decided on this specific type because your pulse, in some cases, is what can be effected through large intakes of aspartame. Then I changed there slogan from STIMULATE YOUR SENSES to OVER STIMULATE YOUR NEURAL CELLS because the way aspartame effects you is that it basically over stimulates your neural cells to death. Then I changed the SUGAR FREE label on the gum package to ASPARTAME FILLED, because that is what allows the gum to be calorie free. Lastly I placed the skull over the face of the ad, but faded the picture so that you can still see the face behind it. This symbolizes the skull and cross bones/ danger symbol, representing the side effects and worst case scenario, death.

Thanks to these two sites for the 5 Gum ad and the skull.

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