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Basic
Needs: Sex
Sex is basic and is one of those good things which people already like or desire, a very popular preoccupation with many people. Of the many human needs and desires used in ads, sexual associations are the most criticized by religious and women's groups. Thus, ads are likely to use as many sexual associations as the norms of their society tolerate. Islamic nations have very strict laws against any sexual suggestions. European countries often have more overt sexuality than the USA. The promise of increasing your sex appeal by buying products is very effective. Consider how advertising took denim pants from the farm to high fashion (Calvin Klein, Jordache, Guess). Selling this illusion of sexuality is very common, whether on TV ads for cars, or in women's fashion magazines (clothing, cosmetics, perfumes). Sexual associations are primarily
visual: pictures and images suggesting sex, pleasantly romanticized
(young beauties), appealing to our own desires to be more attractive,
desirable to others. Backgrounds and situations are often deliberately
vague to keep audiences looking longer. Words
used are "soft" - Audience-centered ads try to associate the product with pleasant emotional feelings of "good things" already liked by the intended audience. Such feel- good ads are often not logical or true, but can be very effective.
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{Key Words:}
Key Words:alluring Back to: Audience-Centered Claims
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