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“Lasting beauty, never fades, embrace your body by using *****”

Advertisements are created with the purpose to convince people that the product is good for use to them. This point must be quick and direct, therefore in most cases these advertisement appeals or sends a sexual connection to an individual. This is done deliberately as humans react easily to sexual details as we are considered to be sexual beings.

The tag line in the first stanza highlights a section in a well known advertisement on television. Within this advertisement, much emphasis is place on the physic of the female body.  Thus, in this advertisement it is easy to get a man’s attention to it as the using of women’s bodies and associate getting the woman if he buys the product. It is playing on his instinctive rather than intellectual view of the world. The advertisement spends no time discussing her qualifications for sexual desire — her mere existence is enough. No wonder, why so many of our young man in our society bleaches the skin. The advertisement promises a lighter skin hue and with its high level of sexual connection to the male gender they turn to the product. Then we say as a nation the young men have not found their identity thus they are not comfortable with their sexuality.

“Four men sit alone at the beach. Three beautiful women in bikinis walk by and ignore the men’s invitation to join them. The drink arrives. Immediately, those same women join the men, sitting on their laps or hugging them. Obviously, it was the drink that convinced the women that these men were desirable.”

After a male view this advertisement they are convinced that this drink is definitely going to give them that sexual appeal to woman that they so desire. Thus this advertisement would prove to be effective to the company that is advertising the product. Even though it is sending a false connotation to the male some males may not detect it that easily, as it arouses their sexual senses. No wonder you hear the popular saying “sex sells” in advertising ones business. These advertisers might play on an individual feelings; the desire to be sexually attractive; strong beautiful or healthy; to be a perfect example of masculinity or femininity.


Jason Madden

IYSO Council Member