Ad Evaluation

Essay by Anonymous UserUniversity, Master'sA+, January 1996

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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 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...