Advertising is an important form of communication between products and customers. How to get viewers’ attention is first thing need to consider for advertising. Sexual appeal is become very useful tool in advertising, and it use is increasing. The sex appeal has a very long history, the first sex appeal advertising was introduced in 1911 by Woodbury’s Facial Soap (Campaign,2014). Once this advertising is released it has caused an enormous controversy, it is considered so risqué and inappropriate by several readers, even their cancelled their subscriptions to the magazine immediately (O’Barr,2011) . However, by today’s sexually liberated standards, this advertising already is positively chaste. During the next 93 years, sex is become a disputed and inevitable theme in advertising application. The use of sex in advertising has become a major selling method in the society in today, but the people who from different culture always have different acceptability of sex, even cause the negative reaction to affect the products. This issue paper will talk about the problem about sex use in advertising, and through an in-depth examination of the research literature to discuss how to correctly use sex and also use case of Way Funky Company Pty Ltd to show the advertising problem the company face, then discuss try to find a good way to use sex appeal in advertising. More and more advertisers choose use sex to sell their products is it really necessary that become important advertising issue. And also this paper will use Elaboration Likelihood Model (ELM) framework to discuss the role of sexual appeals in persuasion.
4. Research Questions/Thesis Statement
Sex and sexuality has been a subject of controversy, especially use sex in advertisi...
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...appeal play an important role in advertising, and will always important. People have to confess that sex really makes sells, it has successfully gained the attention of viewers that is the reason why sexual appear more and more popular in advertising. However, correctly to use sex in advertising is necessary to reduce the controversy and avoid negative reactions. There are some fine works in advertising world full of sex elements, but there are quite a few advertisements simple stressing sex, that resulting in many complains and resist. Therefore, sex in advertising is a double-edged sword, it not only need to consider the product is it suitable use sexual appear in advertising, but also need to avoid the sexual information overshadow the products. The different people for the sex in advertising have different opinions, so advertiser need to take full consider the
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
Have you ever wondered where the saying, ‘a picture says a thousand words’, come from? Well, I do not know who came up with this fantastic phrase, but nonetheless, I will be describing and analyzing two different magazine advertisements, trying to put in words what I think the advertisers wanted consumers to receive when those potential buyers viewed their ads. The two advertisements that I chose, Caress and Secret, try to encourage female consumers of all ages to purchase their hygiene products. Although both ads, Caress and Secret, appeal to the same gender with hygiene goods, they differ in design, text, and message. They attempt to please the female buyer with color, texture, and sexuality. This makes it prevalent, that the agents must grab the attention of possible buyers in order to sell their product. The advertisers must choose a variety of marketing strategies to the reach their targeted consumers.
Advertisements are something consumers see on a daily basis. Colors are picked for a reason, whether it is to catch an eye or make one feel a certain emotion. Dominance and refreshing is a repetition feeling the consumer might feel when looking at both advertisements. Sayings might compare and contrast, or make a consumer think that the product does a number of things. Sizing of items on an advertisement is what could first attract a consumer to look at the ad. The use of lines shows movement, which is what both companies chose to place on their advertisements’. Trust, Commitment and Emotion are strategic goals these companies have developed during the creation of the body wash advertisements. Dove and Olay have excellent Cosmopolitan advertisements of the same product, which in my opinion as a consumer; give the impression of two different feelings.
They want to show a “sparkling version” of the product and that implicates that, “if you buy the one, you are on the way to realizing the other” (26). So the portrayal of gender is essential in advertisement when it is trying to catch the viewer’s attention, since gender norms can be considered as a form of silent language in the society. Simply put, it can be said that gender roles are “a language which needs no complex translation by the viewer, just transmission through the image” (Capener 3) and therefore it is important for the advertiser to utilize the imagined gender roles within the advertisement
Sex sells a common phrase which turns out to be very truthful and also the title of Rodger Streitmatter's book, Sex Sells! The Medias Journey from Repression to Obsession. It seems like no other human act drives "buying behavior" as much as sex appeal does. Therefore advertisers manipulate this human drive and than offer their products as a path of love, beauty and desirability which is their main purpose of advertising. In other words the main purpose of advertising is to sell products and what advertisers must do to get people to buy these products is to make products desirable to the chosen target consumers. The pioneering of bringing prurience to advertising was Calvin Klein, starting with women's jeans going then to men's underwear and ending up with perfume for both sexes at the end. Perfume advertising is a large contributor to sex appeal. In both ads for Opium and Dolce & Gabbana perfumes advertisers use sexual seduction and influence to sell their product. They use sex appeal to grab our attention and play with our fears and desires and they manipulate us by fulfilling our erotic fantasies and dreams.
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
George Orwell, author of “1984,” portrays a dystopian nation concentrated on despair to warn his readers of Communist governments. Michael Radford, director and screen writer, film adaptation of the fiction story successfully captures the cinematography Orwell portrayed to the reader throughout the three sections of his novel. The industry influence commercialized minuscule topics like sexual affairs to increase the number of viewers and lessens the true horrors illustrated by Orwell.
The stereotype that most of the companies nowadays uses is the sexual intent advertisement. Since mostly everybody have interest in sensuality, companies abuses this method of having a sensual advertise. As of today, most of the commercial in television have a sensual feeling or visual that society looks forward to. This will give the interest of the society to view and watch the commercial.
There are many companies that use sex appeal in their ads today. For instance Victoria Secrets is one of the top sellers in lingerie. They show skin in every one of their ads. All of their models put on the sex appeal for all commercials and magazines. That is what helps them sell. Women look at those ads and see those girls floating on clouds like angels and feel they could feel the same if they wore that purple bra or red underwear. By showing these girls constantly looking sexy in their ads make women feel sexy just wearing them. That is the whole point of using sex in your ads. It?s amazing what a little skin can do. "In advertising, sex sells. But only if you're selling sex (Richards).
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
This is the reason that marketing and advertisement have the biggest budgets in a business. This is the reason that places such as Amazon.com spend up to four million dollars on advertisement a year, according to 'Dream-Biz.com' written by Burke Hedges. There is a saying that goes 'Sex-sells' is this true? Most people would argue that it does. Since choosing this topic it has forced me to see everything different. When I sit and watch television I can?t help but notice all of the strong sexual messages that are being thrown at me every second. This project will touch on many venues of advertisement, from television to radio and even printed advertisement. It seems to me that sex is being used to sell everything. It has become custom to see promotions for a movie that would have a hot and seductive scene, or even in a music video; which have become short movies themselves. I feel that the use of sex in advertisement has gone a little too far, when sex is used to sell juice that?s were I draw the line.
Nevertheless, majority of individuals in modern societies deem that, such advertisements can cause so many harmful effects to women gender identity, such as low self-esteem. Also, it can cause depression in the women advertising due to the lack of confidence. Whereas, a minority of people believe that, it is all about the women own decision whether to be exposed in such kinds of images or not. As well, it may benefit both parties, the women who advertise and the advertising companies that organize them. It can be assumed that, this issue of so-called advertising shapes female gender identity, has both benefits and damages, and damages can occur more than advantages.
The objectification of women is a huge issue in society and is often led by advertising. However, many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive, but rather very funny or sexy. However, how would they feel if it were their daughter or sister being advertised throughout the world as a sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.