Advertising - Selling a Lot More than Just a Product Essay

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Sex has been implemented as an advertising tactic for a long time. For example, in the 1910s an ad from Ivory Soap displayed naked sailors soaped up, waiting for a friend to hose them down (Smith, 2017.) Sexual themes have not let up since then. Sorrow (2012) notes a study constructed by Tom Reichert where he found that from 1983 to 2003, the rate of sexual ads increased from 15 percent to 27 percent. Smith (2017) examines a recent ad by Calvin Klein that depicts an orgy. However, regarding this ad, outrage broke out. This brings up the idea that sex does not sell. If sexual ads are creating a negative

With my ad, relative size plays a part in which the male is obviously larger than the female and he towers over her petite frame. For feminine touch, the male has a clenched fist on her shoulder and the other hand on a tree. His entire arm is holding her body in its place. This body language says that the male is in charge and takes an aggressive stance over her, while the girl just stands there limply and leaning on the tree. Its as if she would fall over if he weren't there to hold her up. For function ranking, the male is clearly in the managerial position, as he seems to be overpowering her in every way. For licensed withdrawal, the girl featured seems as though she has left her body psychologically for the male counterpart to simply ravish. As in many rape cases, victims have stated that while they are being raped, their mind leaves their body as not to experience the horrible psychological or even physical pain occurring. This ad depicts a girl who does not seem present in the situation with a dazed look on her face and a motionless body. The family aspect doesn't exactly correspond with this particular ad, as a family is not present. With nearly all of the "frame analysis" characteristics satisfied from this one ad, one must assume that although leaps and bounds of efforts have been made by society to free women from stereotypical gender roles, "advertisers are still relying upon their subordination as a tool in the attempt to sell a wide variety

Everyone has heard the phrase “sex sells.” It seems to be a major factor that drives people to buy. Advertisers manipulate this behavior by creating ads that showcase their products as a way to gain love, beauty, and desirability. Advertisers frequently use sex appeal with flirtatious images as an attention grabbing device to play with the public’s emotions. Because the public is a diverse group of individuals, it is difficult to target the masses by focusing on hobbies, sports, or flaws. Because of this, advertisers target sexuality, something everyone can relate to. In the February, 2016 issue of Cosmopolitan Magazine, they overtly demonstrate this. In an ad for Kinky Vodka, they represent multiple sexual innuendoes such as provocative body posing, stereotypical feminine colors, and seductive wording.

“There is no doubt that advertisements are everywhere, in fact the average woman sees about 400 to 600 advertisements per day” (HealthyPlace.com). The stereotypical woman in today’s society is at home and taking care of the children, looking young and appealing to the man’s eye, and is seen as a movie star. The stereotypical women in advertisements today have sex appeal and are centered upon the notion that women must maintain a social standard to be accepted by society. The sex appeal does not promote a lifestyle that is in the best interest of all women. However, these ideals

Today, every media consumer is ‘’exposed to sexual imagery in advertising. Sex’s use and misuse is constantly before everyone and elicit strong criticism’’ (Richmond & Hartman p.53). As anyone can notice, the use of sex in the media has been happening for several decades and the reason for it is simply because it works. Advertisements that are ‘’naturally sexy’’ tend to be remembered more often than ads that are not. Regarding this fact, the question arising is how ethical is it to use sex appeals in advertisements. In other words, should sex be used as a tool for advertisement? Advertising draws people in and them into buying things based on how the ads make them feel. It is not always fair to assume that everyone knows what the advertisers are doing. This paper will discuss whether sex sells by defining it at first, when and where sexual appeals are used in ads, who is the primary focus in advertising, and the ethical dilemma of using appeals in advertising. But to be more concise about the subject, this paper will be firstly looking at a case study.

Do you remember the last ad you saw in the past 24 hours? Do you remember what they were selling? It was definitely not the item that was mentioned at the bottom of the ad. For years, marketing has been using people 's temptations to make them interested in the ad, or commercial; not necessarily in the product. In Judith Lorber’s piece, “Two Ways a Woman Can Get Hurt”: Advertising and Violence, it becomes evident how many different ways a woman can be negatively affected by the media’s idea of how a sexy woman is supposed to look and be treated. Lorber’s research explains how women are negatively affected in the workforce and within their daily lives due to the constant objectification of women in ads and commercials. Women are forced to

Since the 1960s and the rebirth of the women’s movement, there have been rages against the way women are treated in advertising. Every day viewers will find themselves showered by explicit advertisements, images, slogans, songs, ads, etc., all that which have a major underlying issue within mass media: the objectification of women. Women were suggestively portrayed for the sale of all different types of products and services, from print in magazines to commercials on television. There is an extremely strong focus on women being a sexual object rather than what she is, a female human being.

Advertising has been engrained in our lives since birth. It is something that is everywhere, whether be on a wall, on TV, or on a billboard on a busy highway. You might not think you are aware of its effects, but it triggers something subconsciously. Advertisement has been sexualized in a way that appeals and affects people in an unconscious level, it may also influence one’s view of gender roles. In the film Killing US Softly, Jean Kilbourne discusses how advertising has changed the way not only women, but also how man view themselves. A woman must look beautiful, be sexy and thin, while a man must be attractive, muscular and powerful to achieve the “perfect look” and in doing so, both gain acceptance.

In the Tom Ford ad, a woman is seen laying down on her side, half naked and slim, looking at her face full of makeup through a mirror. Marketers use the concept of gender, mainly women to display sexuality, providing a resource that can be used to receive attention. The audiences’ attention is caught right away in this ad as they see a “sexy” woman being the main focus. Advertising shapes a society’s culture, and reflects its values. Furthermore, advertising is a part of “a discourse through and about objects” as it does not mention anything about the product but how it is connected to major domains in our lives (Jhally 328). The makeup product of Tom Ford is not mentioned in the ad whatsoever, but the mirror is used as an indication of beauty viewed through society’s expectations. It promotes images of what the audience assumes to be “the good life” as it tries guiding us to become “happy” through the purchase of products. If a woman were to buy any makeup by Tom Ford, she will automatically be happy as the makeup will give her glow in life because she will be able to do anything with her new and enhanced beauty. The concept of advertising consists of wrapping up your emotions and selling them back to you (329) by giving fake happiness and satisfaction that loops an individual to chase goods in order to fill the void of

For an advertisement to be effective, John Berger states in his work, Ways of Seeing, that it must evoke a feeling of envy in the consumer. By centering an ad around something nearly every person has in some shape or form--sexuality--an envious feeling can be conveyed rather effortlessly on the part of the manufacturer. The two ways that envy can be achieved through sex in advertising are rather basic. First, if a consumer sees a person in an ad using or wearing a certain product and being pursued by the opposite sex, the consumer may become jealous of the person in the ad and desire the product. In a method similar to this, the manufacturer targets a particular sex by showing a product in use by an attractive person of the same sex. The object of this technique is to make the consumer desire to

Consumers do not just buy products, they buy images. These images are how they want their life to be, how they want other people to see them, and how they want to see themselves. How companies are able to sell all of this to consumers with just one product is through advertising. Advertisements play a crucial role in the business world. The advertisements people view provoke them into either buying the product being sold or not. In some cases however, advertisements can be taken too far. Throughout this essay, I will argue how the over sexualizing nature of Abercrombie and Fitch’s advertisements promote sexual activities to the younger generations and how these ads can lead to young girls obtaining a negative body

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

Since advertising must create new demand, it must also continually produce unsatisfied costumers. Those customers are more likely to look for products to fulfill their happiness, even though they do not reach that point. Mander writes that “the goal of all advertising is discontent,…an internal scarcity of contentment.” Advertising plays on our fears, insecurities, and anxieties, always reminding us that our lives could be better only if we buy this or that. The purpose is to make us slaves of commercials, and as slaves, do as they please. This is the reason for its existences,

Nowadays, sex appeal is essential element for advertising; sex is everywhere that has been becomes the media constant companion. Sexual in advertising has many types such as nudity, sexual behavior, physical attractiveness, sexual referents and sexual embeds that make sex is exist in advertising across many forms (Reichert & Lambiase, 2003). Therefore, Reichert (2007) state that sex in advertising has been defined as advertising tool for a wide variety of products that use sexuality in the form of nudity, sexual imagery, innuendo, and double entendre. Shahid as cited in Reichert (2007) said that sex in advertising really works in some products, at least for advertisers like Calvin kelvin, Dolce & Gabbana and Victoria’s Secret. They are successful through use erotic appeals to get commercial success. A message if want has opportunity to influence viewers, at least let their seen or heard, use sexual in advertising is effective approach, therefore, sex used in advertisings primarily to attract attention to the advertising (Reichert,2007;O’Barr,2011再找2个) . Sex in advertising