Sex In Advertising


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

Consumer Analysis

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
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

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

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 of behavior for the targeted audience.
The "love/sex" creative appeal directly impacts the emotions leading to a change
in attitude or behavior of the targeted audience. Sexual appeal may be
displayed by using naked bodies, illustrative emphasis on attractive body parts,
and romantic or intimate moments for selling a hopeful image to the target
market. The image of sexual feelings, therefore, lead audiences to believe that
the purchase of the product will lead to fulfillment of being part of that
romantic moment.
Four components make up the focus for the creative side of advertising.
First of all, the "Big Idea" is the starting point and it is important because
it is