ement is only a mere purchase away (Baran 296). In her book, Are They Selling Her Lips? Advertising and Identity, Dr. Carol Moog states that consumers buy the product unconsciously hoping that they will win the admiration they covet, but since theyre still trying to measure up to somebody elses expectations, they feel just as empty as ever on the Liechty 5inside (160). Basically, consumers no longer respond to mass-market appeals; they have more individual tastes and are searching for a more individual style. In a nutshell, consumers seek products to fulfill their emotional and even some physical needs (Kahle and Chiagouris 237).Often times consumers emotional needs are not fully met after they have purchased this amazing product they had to have so badly. If it does fill their emotional needs, it only lasts for a short period of time and soon wears off, leaving the consumer feeling emptier than before they purchased the product. Advertisers have often associated their products with sexuality, which locks into peoples deepest fears of being detested. They offer these products and images as some sort of ticket to love, when in actuality advertisers are only giving more facades for consumers to hide behind (Moog 146).Roughly two years ago, the Wall Street Journal declared that in advertising, sex was old hat, meaning that sex was not used very often, substituted, in this period of AIDS and Women Who Love Too Much, by the new prudishness (Ellis 2). So what exactly is this new prudishness that was discussed in the Wall Street Journal? It is new methods used by advertisers to reel in the consumer to buy their products. But the Wall Street Journal said that advertisers dont use sex near as much as they used to. In this day in age, sex sells and it sells quite well. An example of how sex is still used today to sell products is seen in a Hewlett-Packard ad, a company known for their selling of computers and computer accessories. In...
