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Sex In Advertising

Sex In Advertising

Sex In Advertising

Introduction

    Sex in advertising has been the theme of much 20th Century American
Advertising. It seems like all we see these days are advertisements which use
the human body and sexuality to sell all kinds of products from food and cars to
colognes and exercise equipment. It is virtually impossible to tune into any
type of media they days and not encounter some type of an ad which uses
sexuality to sell it's product. Most of the time sexuality and the use of the
product in a real world setting is irrelevant, but for centuries if sexual
connotation is put upon the use of a certain product then the product has been a
success in the market place. In the following pages we will be analyzing an ad
for Robert Lee Morris Watches, placed in Harper's Bazzar, which uses the concept
of "sex" to sell it's watches. For a copy of the ad please refer to the end of
this report. We will be applying the basic Principles of Advertising to help
use critique this ad.

Objectives and Mission

    The objectives of any company using the concept of using "Sex" in it's
advertising campaigns are clear. The company wants to appeal to the conscious
level of the target market to sell it's product. The company wants to appeal to
the consumer who appreciates his/her sexuality and will spend a few extra
dollars to look especially sexy. The mission of this type of advertising is to
convince the target market that the product, in this case a watch, is essential
to their need and want to be seductive and portray that image to his/her fellow
peers.

Consumer Analysis

Before any company decides what kind of an ad will be used to represent
their company and their product, they will need to consider their target
consumer. The advertising agency will need to take personal influences and
environmental forces into consideration. While choosing a type of ad, it is
very important that the advertiser take marketing stimuli into consideration,
these stimuli include: demographic factors, cultural/social influences, and
reference groups. The advertiser needs to understand the perceptions, motives,
needs, personalities, lifestyles, and attitudes of their target market.
    In this ad, it is obvious that the advertiser is trying to appeal to the
fashion conscious woman in her 20's or 30's with a moderately high income level
who could spend a few extra dollars for the sake of being fashionable. The ad
is placed in a high class fashion magazine which

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