In most advertisement today, sex is widely incorporated to capture the audience’s attention, including this fashion advertisement I chose to analyze. Although this approach has successfully increase the number of views, is it also efficiently increasing the sales for the company? Or is it back firing, leaving just the graphic visual of sex in consumers minds but not successfully selling the products?
Clearly, this ad is using sexuality to capture our attention. Leaving the background plain with a grey radiant, our focus is naturally directed to the centre of the advertisement where the man and the woman is standing. The man is topless. His muscular body and tattoos are visible to the audience. He is wearing black dress pants and shoes that seem to be conveying a workplace or formal wear. Standing straight up and rigid, he seems to have his eyes closed or if they are opened, they would be staring at the woman’s bare neck. The man is holding the woman’s waist in one hand and her ankle in the other. His body implies an intimate contact with the woman. This advertisement reflects the stereotypical images of how society perceives men: masculine and authoritative in a sexual encounter.
Compared to the man, women are portrayed much differently in sexual advertisements. Instead of the rigid postures we see men pose, women pose less upright. The woman in this advertisement is arching back slightly leaning toward the man. Letting her weight distribute on him. Her neck is extended and visible, hair to the back, leaving her chest visible. She places her hand on the man’s neck with her thumb touching his beard. One of her legs are up in the man’s hand while the other is sturdy on the ground. Compared to the man, the woman shows more enjoyment and emotions. She is objectified and sexualized, appearing to be more vulnerable in the relationship.She also is wearing black formal wear. A bodycon dress that is long sleeve with a very short hem. Targeting a more mature age group of women ranging from their thirties and up, the ad seems to be delivering a message implying with this pair of shoes, you will feel sexy and young and will be embracing the thrilling, unpredictable life adventure.
According to Paul Jobling, fashion advertisement and photography is not the same as it was before. “[F]ashion spreads today have ceased to be simply about clothes but ‘beckon us into a world of unbridled fantasies.” More and more attentions are refocused on the mood and context instead of the merchandise itself. Aside from that, shock tactic is often incorporated to increase views and sales. “The display of gender and sexuality has been one of the most all-pervading themes in fashion-photography…By the 1970s and 1980s fashion photographers… were exploring sexuality and eroticism through the fashion image.” However, considering the long term effect, it may be damaging the company’s image, losing a group of customers or worst of all, not effectively delivering the message. In the modern society, the general public are more attracted to sexual comments, graphics, and images. While it does draw a promising level of attention, it can also distract the promotion and advertisement of products. Instead of focusing on the product, people are diverted by the body languages. In this advertisement, people will most likely notice the body language of the woman and the man first, then see the “I want Choo” caption. Sex sells, however, it maybe too over powering and takes away from the product itself. For instance, half-naked male models are often featured in Abercrombie and Fitch’s advertisement. The audiences are likely overwhelmed by the body and faces of the models and not notice the clothes at all. In a way, the models themselves become the merchandise and the clothing is just for complimentary purposes.
There is a fine balance in creating an effective ad. Different from Abercrombie and Fitch, very successfully, this ad not only seized my curiosity, but also clearly pointed out the product being promoted. The placement of the man’s hand is crucial. If his hand was placed on her neck instead, leaving her leg hanging or even dropping her leg on the ground, more of the focus would be led to the upper and middle area of the advertisement. Also by shooting on a dark setting, the couple can be easily distinguished from the back drop, but at the same time, the colours that they are wearing subtly harmonize with the whole image. Setting up on a dark backdrop, the pair of silver heels instantly brightens the whole image and stand out from the rest. The caption “I want Choo” lays across the centre of the advertisement. It is a play on words. It not only places an emphasis on the sexuality, but it is also implying one’s desire of owning a pair of Jimmy Choo, which directs our attention back to the merchandise it is promoting.
In conclusion, sex is a good way in drawing awareness. Its only down side is the potential of being forceful and overpowering. Despite its vulgar, tempting quality of alluring attention, it can very much lead to the opposite effect if not done properly. Balance and moderation is the key to create a successful advertisement when using a provocative approach or shock tactic.
