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 Upon reflecting on what I consistently buy, I could think of very few things besides the staple baking ingredients, of which I buy the cheapest. One of the items I did think of was gum. I am by no means a gum addict, but I semi-regularly buy gum for several reasons. Also upon reflection, I realized that gum industries have several sneaky tactics to sell their product.

      In all of the gum advertisements I can think of, each appeals to the fear of the consumer to have bad breath, fuzzy feeling teeth, or an unhealthy mouth. Orbit in particular manipulates with their slogan “Dirty mouth? Clean it up with Orbit [insert flavor or type here]” I was never really aware of the concept of a “dirty mouth” before that commercial. Orbit appeals to the fear of having a dirty mouth, whether literal or metaphorical. They sell a product that makes your mouth feel cleaner and supposed studies actually show chewing that gum helps make your mouth cleaner, and keeps away bad post-eating breath.

Orbit also uses a beautiful woman to sell their gum. She’s not only beautiful, she’s young, she’s blonde, and she has an accent. What more could someone want in the spokesperson for their gum?

      And if you watch the orbit commercials, you’ll notice that your smile gets noticeably brighter, to the level of sparkling, after you chew the gum.

Gum industries try to (and do) sell their product on the basis that people should always have fresh breath and clean feeling teeth. To be a functioning human in today’s society, you need to have a good smelling mouth, smooth feeling teeth, and an occupied jaw. You wouldn’t want to be caught with halitosis would you?

In addition to appealing to fear of having bad breath, having a dirty feeling mouth, gum industries feed on the craving and addiction that results from gum. I know many people that are always asking if I have gum. Without fail, they will ask, and be saddened when I don’t have any gum on me. It’s an addictive thing to chew gum. We freak out if our jaws are still. I have also heard many people saying they “really need” some gum. Their reasoning, I’m not quite sure, but it’s interesting that they “NEED” gum. Craving, wouldn’t you say? The minty taste of gum, of fruity if you’re a fruit head, are a comforting and refreshing taste in our mouths, and with gum readily available and convenient at almost any store as you are checking out, who wouldn’t satisfy the craving that seeing the gum at the checkout has created?

      The way that gum industries focus on feeling clean or fresh or avoiding embarrassment from bad breath shows how concerned with our appearance, even if it’s our mouth. 1 Samuel 16:7 says, “The Lord does not look at the things people look at. People look at the outward appearance, but the Lord looks at the heart.” Our society is so consumed with appearance, it tends to miss what the real focus should be: our hearts.

Also, the gum industry caters to our cravings and need for convenient comfort. Forget to brush your teeth? Chew minty gum and nobody will know. Protect yourself from bad breath on the go.  I think of Philippians 4:12 when I think of our societies obsession with comfort and convenience and addiction. It says,  “I know what it is to be in need, and I know what it is to have plenty. I have learned the secret of being content in any and every situation, whether well fed or hungry, whether living in plenty or in want.” We are so used to satisfying our addictions and cravings that we forget that we are entitled to nothing. James 1:17: “Every good and perfect gift is from above, coming down from the Father of the heavenly lights, who does not change like shifting shadows.”

Sometimes, I think about the way brands and advertisers feed on the downfalls and imperfections of our society, attempting to keep us down in order to prey on our weakness. Gum industries are no different, manipulating buyers based on their concern for their appearance, fear of having a negative one, addiction and craving for gum and convenience to get it to them.