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Introduction Sex in advertising has been the theme of much 20th Century American Advertising It seems like all we see these days are advertisements which use the human body and sexuality to sell all kinds of products from food and cars to colognes and exercise equipment It is virtually impossible to tune into any type of media they days and not encounter some type of an ad which uses sexuality to sell its product Most of the time sexuality and the use of the product in a real world setting is irrelevant but for centuries if sexual connotation is put upon the use of a certain product then the product has been a success in the market place In the following pages we will be analyzing an ad for Robert Lee Morris Watches placed in Harpers Bazzar which uses the concept of sex to sell its watches For a copy of the ad please refer to the end of this report We will be applying the basic Principles of Advertising to help use critique this ad Objectives and Mission The objectives of any company using the concept of using Sex in its advertising campaigns are clear The company wants to appeal to the conscious level of the target market to sell its product The company wants to appeal to the consumer who appreciates hisher sexuality and will spend a few extra dollars to look especially sexy The mission of this type of advertising is to convince the target market that the product in this case a watch is essential to their need and want to be seductive and portray that image to hisher fellow peers Consumer Analysis Before any company decides what kind of an ad will be used to represent their company and their product they will need to consider their target consumer The advertising agency will need to take personal influences and environmental forces into consideration While choosing a type of ad it
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