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Products are all, at some time, hard to sell. What can make it less hard to sell is when you put some sexuality in it. The advertisements that I chose all have sexuality in them. Although some consider selling sex for money is a shame, it is profitable to the companies that is trying to sell the product.
The first picture is of an ad about Lynx Shower Gel. Here, you can clearly see a woman in a shower. She has mud all over her body with the words, "wash me" written across her stomach. There is also a slogan saying to get dirty. This will immediately attract a man's eyes because of the little attire that is worn and the position in which the subject is standing.
The second picture that I chose is of a couple making out in a car. This advertisement is for A&F clothing. We can guess that the target of their clothing is for teens and young adults because of the words "back to school". This may make some teens and young adults think that if you wear A&F clothing, you will get the action that the two people in the ad is having.
The third picture is an ad for a Pontiac Star Chief car. There is a woman in the back seat of the car and a guy outside her window and it seems like they are going to go on a date. It displays quite largely the words "spread your legs!" across the picture. Even though they are trying to say that the car has more room for your legs, the message sounds sexual.
The fourth picture that I chose is of a man tied to the wall and two shirtless girls with whips in their hand. They are all wearing Diesel jeans. On his and one of the girl's back is the game XOX. This time, it's his turn to be the 'board'. The girl's are playing the game for who ever that wins, gets the guy. He seems to be happy with getting whipped. This will make guys think that if they wear those jeans, girls will be fighting for them.
Finally, I chose a Korean commercial about tea. Right away you here party music and you see the girl walking into the crowd. She starts doing these sexual dances sort of like go-go dancers and uses a white cloth as an accessory to her sexiness. Every one crowds toward her. After some more dancing, she grabs a bottled tea and drinks it. Some people will think that if you drink that particular type of tea, you will be popular and "sexy" just as the girl is and everyone would want to be around you.
In conclusion, many companies use sex to sell their products, although there may be some confusion amongst who the ad is trying to sell the product to. Advertising, in my opinion, isn't about using sex to appeal to the consumer. It's about being honest about what you're selling and advertise it in a respectful manner. I read something online about how using sex to sell isn't really working because the person who see's that ad would just want the sex instead of the product. It's really a negative effect, especially if it's children. It'll just be like you're telling a child that he or she needs to look a certain way or use certain products to be 'sexy'.
I find it interesting, when viewing the ads you chose, that I am clearly able to recognize that not only a product, but mostly sex is trying to be conveyed. Especially with the couple making out, or the advert with "wash me" written on someone's stomach, the message is somewhat painfully clear that they are selling sex. I believe we have come so far in the industry of advertisements, that even now, these depictions are standing on the edge of straight-out nudity. I wonder if it will ever come to that, as our societal views change over time, and people become more and more accustomed to the human body.
ReplyDeleteAlso, as I was doing my analysis of advertisements, and as I read peoples, I got the feeling that this "reading" of the adverts was not a difficult thing to do, if one sets their mind to it. I was sitting there, thinking "do people really believe these things will happen?" and "There's no way this is actually what their trying to sell, is it?". Some of the messages are ridiculous to say out loud, so I suppose that's the reason they are often portrayed as pictures. I just wonder if everyone actively watches ads.
I think Nylasy and Reid said something similar about how we eventually grow immune to advertising. At first, just a little innuendo was required to give an ad the "shock value" of sexiness. However, people have now become so accustomed to sexiness in ads that an ad has to be nearly pornographic before it stands out. I agree with you, that it is interesting to contemplate how this trend will eventually play out.
ReplyDeleteI think your second comment about how easily people can analyze ads is actually a continuation of the first idea that people are becoming immune to advertising techniques. We are used to examining ads to avoid being tricked, and it is easy to transition from avoiding scams to recognizing cultural themes.
There's a lot going on here with these ads--the trick will be an analysis of the specifics that underlie the linkages they establish between sex, the product, and the audience. Make sure to take a look at the Lynx website with regard to the first ad -- http://www.unilever.co.uk/brands/personalcarebrands/lynx.aspx
ReplyDeletejust wanted to add to my previous comment: while it is undeniable that all the ads you've chosen have Sex as its selling point, they all seem to do it in a different way. Sex, both as a practice and as an idea, is not the same all around, it's presented differently at different times and in different places. Its also not *directly* represented in any of the ads, but alluded to. Make sure to think about what the ads do specifically to construct "sex" as a signified, and what SPECIFICALLY is suggested.
ReplyDeleteI agree that media has made sexuality in advertisement a "norm" and making us immune to sexuality in t.v. commercials, magazine ads etc. It does not openly say for you to have sex but it does imply it. This goes along with signifiers. One signifier leads to other signifiers and then it becomes a web of multiple signifiers so not only sex is impplied but along with other things.
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