Sex Appeal: The ups and downs

Sex appeal is one of the best tools when it comes to marketing. Not only does it capture attention, it fools the viewer to think that they want to buy the product. When in reality, the feeling of need comes from the sexual arousal, rather than the actual product. Many products are marketed in this fashion, especially clothing apparel and outer garnishments. One of the companies that use this method is Calvin Klein. Often, their models are shown advertising their body more than the actual product, yet the effectiveness of the commercials is unrivaled by any other way to show off their product. For example, the model shown within this writing is Christy Turlington. Many of her pictures are nothing but black and whites of her in a sexy undergarment. Yet, when you see her shoots, you automatically can think CK. Even without the text, you are able to see a picture and think CK. Even for those who do not know of CK, the ad using sex appeal captures their attention, and makes sure that they’ll remember their company. As far as the effectiveness goes for this style of ad, it is more than good. However, this ad is questionable when it comes to the matter of appropriateness. This advertisement is seen by viewers of all ages; from the responsible adult, to the growing up pre-teen. When such material is shown, it may give a “negative” influence to a young adult. Identity is an issue being developed for a teen. If an ad such as this becomes the ideal model of beauty, this concept can lead the teen into a wrong direction. Although there isn’t much ‘pathos’ in the actual picture, the effect it may have on its viewers can surely be emotional. Perhaps too emotional…