Sex In Advertising

Essay by shyoon79 April 2004

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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


Consumer Analysis

Before any company decides what kind of an ad will be used to represent

their company and their product, they will need...