Selling via sex hasn’t failed to draw consumers into purchasing products with the use of sex appeal or innuendos. Sexually appealing images may or may not pertain to the product or service, but catches the human eye almost instantly. Advertisements and powerful images have always been closely associated with one another in producing successful advertising, and sex is one of the top most powerful visuals in an ad. Sexual appealing imagery can range from explicit displays of sexual acts to basic facial or body cosmetics to increase attractive qualities. An ad for “Nivea for Men” presents a very strong sexual message through imagery and text. The ad also portrays a very strong stereotypical gender role by putting the male in the dominant position, as if it was referring to the woman as an object of sex. The ad’s intended sexual reference is displayed through the characters presentation of gender roles and the scene they are taking place in.
The advertisement for “Nivea for Men”, a 3 in 1 shower gel, quickly draws attention to itself with the virtually naked male and female together in a shower setting. The two very seductive adults, wet from the shower and lathered in the shower gel, hold onto each other. While the woman gently drags the razor across the man’s chest, they are smiling and express happiness, purposely showing every way the shower gel can be used. The three uses of the gel being to body wash, to shampoo, and to shave, in big bold letters “Shower, Shampoo & Shave” are placed in the middle of the ad. Underneath the bold letters, the ad states “Girl Not Included”. It is written in less bold letters, almost like on a product that operates on batteries, “batteries not included”.
There is a big, dark blue bottle of the shower gel in the bottom right hand corner with water washing up around the product. To the left of the product itself, the words “What Men Want” are displayed in the same bold letters being used in the statement above. The background behind the two characters is a dark blue tile that is made to set the scene of the shower and possibly to match the dark color of the product itself. The ad also states that this product is “New” and that it is “The First 3 in 1 Shower Gel”. The website “www.niveaformen.xxx” is printed in small letters on the ad.
In view of the details the surface of the ad depicted, the intended meaning of the advertisement is quite clear. The intended sales message is to sell Nivea shower gel, specifically to men. The ad is not only selling the shower gel, but the fact that if men use this product it would make one be more attractive to women in general. The ad states “Girl Not Included”, but would make a man think to buy this product in order to improve the quality of hair, smell, and attractiveness in order to obtain a female. The ad also states ” What Men Want”, expressing the fact that men want 3 in 1 shower gel, but also want a beautiful woman.
In the advertisement, the man is being held by the woman, who shaves the chest of the man, to promote dominance in the fact that woman will do anything for the man because one uses “Nivea for Men”. The idea of the ad is to suggest that men will be more enticing to women if they use the product. Not only will men get women, but will get a woman who is only there for the man’s pleasure. In the ad, the man and woman are also showing signs of happiness, smiling and laughing, to portray good vibes with the product and the effects the product will have for the consumer.
Not only does the imagery encourage the consumer to buy the product, but the words the advertisement uses to persuade the buyer. For example, the ad states that it is “The First 3 in 1 Shower Gel” making the product innovative. It also states the word “New” to draw the buyers attention to trying the product because it is more advanced than older products on the market. The ad lists a website “www.niveaformen.xxx”, which makes the ad seem more suggestive because of “xxx”, usually signifying pornographic material.