to free themselves from parental constraints (Moog 156). Versace is yet another example of how sexuality and sexual-orientated ads are used to sell their products. In a recent advertisement for Versace Blue Jeans cologne, a nude male is seen in a waterfall-type scene. Oddly, this advertisement is selling cologne, but the focus is on the portrayal of the nude male body in the advertisement, not the cologne fragrance. Numerous ads show one thing, but mean something entirely different. Another example of this is from a Seagrams ad where an attractive woman is seen dancing with a man. The ad says, Seagrams 7 gets things stirring. The couple isnt really laughing and carrying on, as seen in the ad itself; they just look like pictures of store mannequins instead of real people (Moog 60). The Seagrams ad communicates the message that by drinking this particular alcohol, attractive people will be drawn to you, which will result in that person having the time of their life.Most advertisers feel that by using sexually orientated or seductive ads, the product will be sold much quicker. When consumers see these portrayals of men and women along the street, staring down at them from billboards, or on the television screen, consumers desire to be like the individual in the ads, because this will bring happiness into ones life, success, sex, and much more by sporting a particular name brand of clothing, wearing a new perfume or cologne and such. By giving consumers an attractive picture of the products available to them, advertising motivates them to buy, stated Courtland Bovee and William Arens in a study conducted for ad objectives and ad planning, in addition to consumer behaviors (11). Another idea that consumers grasp is that by using a particular product that promotes dieting, cosmetics, clothing, etc., the consumer will become like the people in the advertisement themselves and so much more if they Liechty 3use this product, which is...
