Selling sex has always been a reliable method to draw consumers into purchasing products with the use of sex appeal or innuendos

Selling sex has always been a reliable method to draw consumers into purchasing products with the use of sex appeal or innuendos. Sexually appealing images may or may not pertain to the product or service, but they catch the human eye almost instantly. Advertisements and powerful images have always been closely associated with one another in producing successful advertising, and sex is one of the most powerful visual messages that can be portrayed in an ad. Sexually appealing imagery can range from explicit displays of sexual acts to basic facial or body cosmetics to emphasize an individual’s attractive qualities. This ad for “Nivea for Men” presents a very strong sexual message through both imagery and text. The ad also portrays very strong stereotypical gender roles by putting the male in the position of dominance, as if it was inferring that the woman was nothing but a sex object. The ad’s intended sexual reference is displayed through the characters’ presentation of gender roles and the scene the ad is taking place in.
The advertisement for “Nivea for Men”, a 3 in 1 shower gel, quickly draws attention to itself with the virtually naked male and female together in a shower setting. The two adults, soaking wet and lathered in the shower gel, hold onto each other in a very seductive manner. While the woman gently drags a razor across the man’s chest, they are smiling and expressing happiness, intentionally showing each of the shower gel’s three uses in the most seductive way possible. Body wash, shampoo, and shaving cream – the shower gel’s three forms – are showcased in big bold letters “Shower, Shampoo & Shave” in the middle of the ad. Underneath the bold letters, the ad states “Girl Not Included”. It is written in smaller letters, similar to a product that operates on batteries, that states “batteries not included.”
There is a big, dark blue bottle of the shower gel in the bottom right hand corner with water washing up around the product. To the left of the product itself, the words “What Men Want” are displayed in the same bold letters being used in the statement above. The background behind the two characters is a dark blue tile that is made to set the scene of the shower and possibly to match the dark color of the product itself. The ad also states that this product is “New” and that it is “The First 3 in 1 Shower Gel”. The website “www.niveaformen.xxx” is printed in small letters on the ad.
In view of the details the surface of the ad depicted, the intended meaning of the advertisement is quite clear. The intended sales message is to sell Nivea shower gel, specifically to men. The ad is not only selling the shower gel, but the fact that if men use the product it would make one be more attractive to women in general. The ad states “Girl Not Included”, but would make a man think to buy this product in order to improve the quality of his hair, smell, and attractiveness in order to obtain a female. The ad also states ” What Men Want”, expressing the fact that men want 3 in 1 shower gel, but also want a beautiful woman.
In the advertisement, the man is being held by the woman, who shaves his chest in order to emphasize his dominance. In addition, the ad insinuates that because of the woman’s actions, all women will do anything for their man simply because he uses “Nivea for Men”. The idea of the ad is to suggest that men will be more enticing to women if they use the product. Not only will men get women, but they will get women who are only there for men’s pleasure. In the ad, the man and woman are also showing signs of happiness, smiling and laughing, to portray good vibes with the product and the effects the product will have for the consumer.
Not only does the imagery encourage the consumer to buy the product, but the words the advertisement uses to persuade the buyer. For example, the ad states that it is “The First 3 in 1 Shower Gel” making the product sound innovative. It also states the word “New” to draw the buyers attention to trying the product because it is more advanced than older products on the market. The ad lists a website “www.niveaformen.xxx”, which makes the ad seem more suggestive because of “xxx”, usually signifying pornographic material.
As well as the intended meaning, the “Nivea for Men” advertisement portrays the woman as an object of sex. The ad uses the statement “Girl Not Included”, which is insinuating that the woman is an object. For example, purchasing a flashlight that requires AA batteries, but “batteries not included”. The advertisement is basically stating the woman is an object that could even possibly be purchased on the side. In addition to the statement, the ad also uses the word “girl” instead of “woman”. The word “girl” is disrespectful because she is not a girl, she is a grown woman. The word “girl” makes her sound weak and less confident as if she has no option, but to be there with him.
The woman also stands behind the man, putting him in the dominant role. She shaves the man’s chest for him, accommodating to his needs. The ad presents “What Men Want” on the bottom in big bold letters, signifying that men want a beautiful and sexy looking woman, but also want “Nivea for Men”. This statement giving men the idea that if they have “Nivea for Men”, that they will have a sexy looking woman with them also. This statement bringing back the idea that women are in fact objects to this advertisement and to the consumers it is being directed towards. The idea that men want something and they can have it immediately, is being portrayed by the captions being used in the advertisement.
In the case that the roles of the two characters were to be reversed, it would make men think twice about purchasing the product. For example, if the ad demonstrated a man in the back, holding a woman’s leg, while he carefully shaved it for her, that would take the man out of the dominant role. The man would no longer be an image of power, but an image of delicacy. This sort of image could change the way men look at a product. If a man perceives himself as a strong, independent, and dominant, he is not going to buy a product with this sort of imagery. The woman is not accommodating to the man, but the man is accommodating to the woman. This would make men feel less powerful. In the circumstance this ad were to reverse gender roles, it is clear that the woman in the ad was strictly used for the man’s pleasure. It was made this way to influence men to buy the product based on what they saw when the woman was made to look like an object for sexual pleasure.
“Nivea for Men” 3 in 1 shower gel, undoubtedly uses sex and the stereotypical gender roles to convince men to buy the product. The ad indicates that all men that buy “Nivea for Men” shower gel can have shower gel, but can also have a sexy, undressed woman in the shower with him as well. Sex in advertising is being used all the time, making women in many advertisements look like sex objects. Sex in advertising is a very effective approach many ads use to catch consumers attention, and it works; however, that is if it is being directed toward the correct audience and associated with the right products.

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