The mechanism of the dispensing apparatus of the present invention advantageously presents the tape or web material at an application point thereof for easy application of a leading edge of the tape or web material to an object as the dispenser and object are moved relative to one another. After a specific length of tape or web material is applied, the actuation of a single actuation element, by manipulation of a trigger or otherwise, completely severs the previous length of tape that has been applied to the object and then, only after the blade is sufficiently retracted out of the path of the tape or web material, an advancing means drives the tape or web material toward the application point so that it is presented for the next application. The movement of the actuation element from a first position to a second position is transferred to the cutting element for severing the length of tape or web material, and the movement of the actuation element back to its first position is transferred to the cutting element for retraction and, after a time delay, is transferred to the advancing means for advancing the tape or web material to the application point. Thus, after each application and complete cycle of the mechanism of the present invention, the leading edge of the tape is presented for the next application of the tape or web material to the next object.