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Ad: See, Trident White gum is the flavour that whitens, get it? Check out our clever graphic device that brilliantly illustrates both main points of the ad: the flavour and the white. Cool, huh? Look, flavour, say for example, pineapple flavour, then see, it whitens. Same with the cheap restaurant candy mint flavour, you know the ones that arrives with the cheque? Yeah well it starts off as flavour in the top left and then on its way to the bottom right, it whitens. So as you can see, I am clearly…
You: But it doesn’t really look like that.
Ad: Pardon?
You: Well, look. It’s not whitening, it’s fading. It looks like the point is that the gum’s flavour fades quickly. You chew a few times and the flavour fades. 
Ad: No, you’re not understanding. It’s the flavour that…
You: Fades.
Ad: WHITENS! It says at the bottom, the flavour that whitens!
You: Well to me it looks like it’s fading.
Ad: Well obviously the graphic is too sophisticated for you. Getting it requires making a mental association between the pineapple with less colour and whitening your teeth. It’s totally straight forward, it just hinges on the word “white.”
You: I still don’t get how my teeth get whiter from chewing gum with no flavour.
Ad: It has flavour!
You: Doesn’t look like it.[/column][/col-sect]

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