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.
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 shares the company's target market.
Finally, consumer analysis can be thought of the most important of the Principles of Advertising. If an ad is positioned to appeal to the interests of anyone but the target market, then the ad would simply be a waste of precious time and resources.
Advertising effectiveness is a measure to see how effective the advertisement is on consumer recognition and intentions on buying a certain product. There are two kinds of classifications of advertising effectiveness. The first is the communication effects and the second is sales effectiveness. The Robert Lee Morris Watches uses the second type, sales effectiveness. Sales effectiveness measures the impact of advertisement on sales. There are three types of sales effectiveness a company can use. They are inquiry testing, direct response and market testing. Robert Lee Morris Watches uses the inquiry test method. We know that they use this method because they offer a toll free phone in the upper left hand corner of the advertisement. The ad does not offer a lot of content in regard to words. They want the consumer to call them and tell them what they think about the ad and to inquire about additional information.
Creative Strategy & Creative Appeals
The 'big idea' for a creative strategy in regards to the concept of sexual appeal in advertisement is virtually to attract the attention and maintain the visual process of the incoming information. Sex in advertisement grabs the attention of a sexual attitude...