The Analysis of Sex in Advertisment

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“The Power of Cool”: An Analysis of Sex in Advertisement Nowadays the use of sexuality is a very popular way to advertise a product. The concept of using attractive people to sell any type of merchandise is everywhere, and this is effective because when you look at an ad of this kind you don’t focus on the product; you focus on the sex symbol. I chose an ad from Davidoff’s Cool Water campaign that appeared in Men’s Health magazine on September 2008. “Flesh sells. People don't want to see pictures of churches. They want to see naked bodies,” said Helen Mirren. If we consider Mirren’s quotation within the context of Men’s Health, we can assume that regardless the reader, they both want to become that model to attract a lover. This ad is appealing to the public because of the guy next to the perfume; not because of the perfume itself. These kinds of ads play a very important role in American culture because they are everywhere and people learn about society through advertisement. Sexual advertisements started in the 1920’ with the pin up girl who was the evolved, more sexual burlesque girl. The pin up girl advertised all kinds of products because they became self-aware of their attributes and sexuality. (Dita Von Teese) Nowadays sex advertisements are not only for women; they use men as well, like in this case. Men’s Health is an American magazine launched in 1987. This magazine focuses in health, but it also talks about fashion, lifestyle, sex, technology, nutrition, travel, and finance. Over the years it has become more popular, and it’s known as the largest and best selling magazine for men in the U.S. (Go Articles) it is my assumption that the primary target of this magazine is twenty to forty year old men who want to get the best out of life. In this magazine we can see allot of ads and one of the most famous ones is Cold Water. Cold Water is a perfume created by a Swedish tobacco brand called Davidoff, which in 1990 was bought by Coty, one of the world’s...
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