The Idea Behind the Trojan Ad

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Magazine advertisements spend millions of dollars each year in order to develop ideas to convey their message or to sell their products in today’s society. The many different views and values in society lead to various marketing ideas that capture the attention of many individuals, otherwise known as, the consumers. It is important to remember that the diverse preferences of the audience are taken into consideration when devising a marketing plan that would appeal to a wide range of people. Trojan, a company that focuses on the sale of contraceptives, spends millions of dollars each year to sell their products. In their most current advertising campaign, Trojan is trying to sell their newest brand of condom, Evolve. For this particular campaign, the marketing individuals promoting this product decided to show the differences between men and pigs by implying that men who use Trojan are considered to be true gentlemen while men who do not are regarded as pigs. While it seems that Trojan is suggesting the message of cleanliness by the usage of their condom, nonetheless, they themselves are not “clean” because of the message that they are conveying.

The message behind the Evolve advertisement is to show the perceptions of men when they use or do not use Trojan brand condoms. The message behind this advertisement is to show that if a male uses their brand name condoms, he is considered as a “clean” and respectable individual, unlike a pig, which is usually associated with “dirtiness”. The different characters in this campaign reveal the hidden meaning that the use of Trojan brand condoms would not damage or ruin a man’s reputation of being “honorable”. The setting of the advertisement is placed at a beach, with a rather warm weather; therefore attracting people to its warmness. The attendance of the beach consists of six females, one male, and ten pigs. The females, who are all wearing revealing bathing suits, are each being prowled by pigs. In the foreground, a female is sitting on a folding chair reading a book entitled, No Time for Swine, whilst on her right side there is a naked pig which seems to be whispering something into her right ear. Also in the foreground, there is a female trying to get a natural tan by lying on a towel on the sand, as a naked pig is taking a photograph of her with his cellular phone. Behind her is another female who is preparing to serve a volleyball, and at the same time being watched by two naked pigs. On the left middle ground of the advertisement is another female and a naked pig squirting sunscreen onto her back. In the background, a naked pig is pursuing after a female in the water. There are several other naked pigs floating and surfing in the water. One other pig is sitting under an umbrella and spying on the females with a pair of binoculars. The expressions on each of the irritated and disgusted faces of the females show that the male pigs are not welcomed. Finally, in the center of the image, there is a couple, a man and a woman, holding hands and walking on the sand. Their backs are facing toward the audience. The major difference between this couple and all the others is because of the female and male relationship. Below the image are the words: “Evolve. Use the most trusted name in condoms every time.” followed by the logo name, Trojan® Brand Condoms. With this representation of their product, what first comes to mind? Most importantly, what is the precise message that Trojan is aiming at the audience with their advertisement?

Trojan is portraying society and media in all stereotypes. As will be mentioned, Trojan is revealing the idea and image of a “perfect” body type. Their view of a perfect and beautiful person is portrayed in their advertisement as tall and skinny. Trojan portrays their consumers as only beautiful, when in fact today’s society consists of all shapes and body sizes. Trojan is promoting the idea that “sex sells”, by exploiting the women as objects of sexual...
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