l. Not only does this ad say “Smoking KOOL makes you look sexy,” this ad says “KOOL’s ARE sexy.” Another ad that takes the exact same approach is a recent Levi’s television commercial. The commercial is about 30-45 seconds long and it features numerous women that live in the same apartment building. Each scene displays a different woman doing something drastically destructive to their apartment. One woman even cuts into her wall with a chain saw. Each time one of the women destroy something the commercial cuts to the repairman (landlord, superintendent) who receives a beep on his pager. Throughout the commercial, one accident after another, this repairman goes to the Ceccoli 3women’s rooms to make repairs. Surprisingly enough, each room that he visits is inhabited by an unusually attractive young female. Every time the repairman enters or leaves a room to respond to a call the woman will look glare at his jeans. The ad ends with this as he receives another page and says, “God, this place is falling apart.” This ad is absolutely ridiculous. The advertising agency is actually telling you that these jeans are so sexy that women will destroy their personal property just to look at them for a short while. To be adored and desired by women is something that every man dreams about. The man in the ad is depicted as the most desired man on the planet and if the ad agencies can make someone feel that these jeans will work the same wonders for them, well then they will definitely have another customer.The masculine homily of keeping up with the competition seems to be a highly effective advertising method. A shining example of this can be seen in a very recent commercial for the new online brokerage firm “Ameritrade.” This ad is about 45sc-Min long and it displays a cocky young stockbroker making his way through an airport. He is talking on his cell phone and from his conversations ...
