Manipulating Consumers with Sexual Fantasy in Ads: Camel Cigarettes Case Study - Prof. And, Papers of Creative writing

Download Manipulating Consumers with Sexual Fantasy in Ads: Camel Cigarettes Case Study - Prof. And and more Papers Creative writing in PDF only on Docsity! An Addicting Sexual Fantasy Society today is filled with advertisements that purge on the emotions of consumers in order for their product to appeal to the public. One such strategy is appealing to the sexual fantasy in all of us. “The very language of today’s advertisements is charged with sexuality. Products are no longer new and improved but rather Hot!”(Solomon 415). These hot and sexual ads fill television screens and billboards everywhere we look. Modern advertising is manipulating consumers to purchase products based on a sexual fantasy rather than the actual product itself. As described in Solomon’s Masters of Desire, advertisers have many different ways to appeal to their audience. Sexual fantasy is the most prevalent way to appeal to potential customers. According to Solomon, “Sex never fails as an attention-getter in this time of American marketing” (415). By showing some skin any advertisement will stand out from the other ads that don’t use this strategy. Sex appeal draws interest to a product for the purpose of a sale. The reason sexual fantasy works so well to appeal to American consumers is because the idea of sexual things is very prominent in our society, and everyone has that idea of a sexual fantasy in one form or another. The ads in a magazine can sometimes look like a grouping of clutter and nothing stands out better than sex. Although many companies use the idea of sex in their ads, Camel cigarettes does a very good job of using sex to sell their product. This advertisement illustrates a classy beautiful woman smoking a cigarette with the camel logo above her. She is looking away from the camera to show that she is used to the attention and your eyes don’t faze her. Her body image shows a relaxed comfortable position to further the fact that she does this all the time and she’s used to the attention. To further appeal to the customers, the gorgeous model is also wearing a very sophisticated, but sexual, long black dress. There is a sense of sex and mystery the ad portrays. This connects the reader on an emotional level giving the idea that Camel tobacco can be smoked by important people in important situations. The ad depicts a sensual setting. The advertisement is in black and white with dim lighting and a glowing appearance outward from the model in the center. All of this creates a sense of success, wealth, and sophistication enticing the reader to buy the product. The ad leaves the reader excited and eager to smoke and not thinking of the devastating health risk. All of this gives the Camel cigarette the classic appeal to the smokers of tomorrow. Camel uses a classic but sexual look in most advertisements, but also uses ads that are more vibrant with colors and aim for a sexual fantasy rather than just sex. The advertisement uses vibrant colors in rich greens and blues to excite the reader. The ad depicts a pretty, wholesome girl in figure skates and a Christmas dress. She looks innocent and provocative at the same time. Camel is using a winter theme to sell new cigarettes with “winter” flavors. The model is in the center of this ad and is turned away from you, but she is also looking over her shoulder back at the audience. She is smoking a cigarette and lifting her leg in a way that she looks cute and innocent. This ad gives you a very happy and pleasant feeling from the bright colors and the smile on the models face. The way the model is dressed sets everything up for a sexual fantasy. Camel dressed the model in a way that you would only see in a fantasy. The ad looks like it was drawn or painted to only further the classic and imaginary look while still keeping it looking real. By creating this environment the reader will subconsciously connect Camel cigarettes with this sexual fantasy. This manipulates the consumer to purchase the product based on sexual fantasy rather than the dangerous product itself.