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= The 2 ads that I chose are Kim Kardashian Super Bowl 2011 ad: “Skechers – Back Up to Shape Up” (watch: [] ) and FIAT 500-Abarth 2012 Super Bowl As: “Seduction” featuring Catrinel Menghia (watch: [] ). The approach used by both is “sex sells”. They are both selling and presenting their product in a sexy and seductive way. They are implying that buying these product will make a person looks sexy and hence people will get attracted to them. = = The ad by Skechers – “Back Up to Shape Up” basically shows Kim Kardashian wearing a sexy black leotard and the camera panned up and down her body. This approach is using femininity to sell a product. Then, in the ad a shirtless back of a man is shown with Kim’s hands draped over his shoulders. The ad cuts to Kim lying on her back letting out a pleasurable gasp, suggesting she’s just finished some heavy physical activity. She speaks in double entendres that could easily be interpreted to mean she’s talking about sex. However, she’s referring to her workout shoes and she leaves the gym and while amale wearing Skechers is checking her out. I saw this ad on Facebook, Youtube and many blogs, in 2011. This ad was played at 2011 Super Bowl. There was a lot of buzz about the ad primarily because Kim Kardashian was in it. The Super bowl is considered to be the most watched television program in the world with the highest TPR rating. Estimate count of 90 million viewers tune in to watch the Super bowl on the actual day of the game. This is why companies want to get their commercial on air due to high viewership. Also after the ad was played on super bowl, Skechers run it on YouTube to target more audience and that was their approach. By getting a slot for their advertisement, Skechers wanted to embed their product and company name in the viewers and they recognize that brand later on. The target audience for Skechers are both males and females, mainly young people (age 15-35) and people that want to stay in shape. Their purpose and what they are trying to advance is to get the viewers attention, get them psychologically excited and get people to associate that excitement with the product (Carrol, 2009, 515-516). This ad uses sexual suggestion to provoke the views and basically seducing them in buying the product. The approach is effective as the message does get encoded in our memory and we tend to recognize the brand. However whether or not a person wants to buy these shoes completely depend on their styles and other factors such as income. Often star fan base or people who look up to these stars as fashion icon, are most likely the ones that will want to purchase the shoes. Their technique of using “sex” and Kim Kardashian, a known personality, works well because she is known and many people are attracted to her and this will help them remember the brand more. = = In the ad “FIAT 500-Abarth 2012 Super Bowl Ad: "Seduction."” Featuring Catrinel Menghia from Romania you see that a “non attractive nerdy high-class” man is walking holding coffee. Suddenly this sexy woman, who is fixing her shoes wearing a seductive dress, catches his attention and he checks her out. The woman notices him and he looks away. Then you see her getting furious at him and speaking in her language eventually walking over to him and slapping him. She backs him up against a pole and speaking to him in a seductive way while rubbing his shoulders and whispering in his ear. This suggests she wants him sexually but since she is speaking her language it’s suggestive. Than you see her dipping her finger in the cream of the coffee and a drop of it falls on her skin and than it looks like they are about to kiss. The camera then focuses on the man face and then him stop suddenly and in front of him is the FIAT 500- Abarth in the same color of the womans dress. The man looks confused and in the next shoot you see the car and it says “You will never forget the first time you will see one.” This ad was 1 of the commercial from this year Super Bowl 2012, it was shown on TV first and now it’s on YouTube as one of the ad that comes on before any video is played. I saw it the day of the super bowl and have been seen it on multiple site like Facebook and Youtube. The approach of the ad basically shows an attractive female being compared to the Fiat Abarth, making the car seem irresistible and a necessity. Also another approach is used in this ad is the female dominance. This concept attracts women that would like to play such role in their life. The targeted audience is definitely young men who crave both sexy cars and women. The man is obviously tempted to come in sexual contact with the woman, which signifies that he also wants the car. This technique is used to inspire or urge other males of the contemporary or same age to buy the car as well. Not only that, it also attracts women in a clever way, which is the implication that owning this car will make the mansexually attracted to you and see you as sexy and attractive, very much like the woman in the ad. The other technique they used is using a known figure (Catrinel Menghia), and her signifying “sexy” and “wealthy” as the way she’s dressed and talks. This technique indirectly targets the wealthy and rich class as compare to middle or lower class. I think these techniques are useful as using an attractive woman and a nice car is rather appealing to our generation and using the known face helps people remember the brand. Remembering the brand is what the marketers’ main target is, as people usually purchase something that they are familiar with. Also buy selling a product that uses sexuality, marketers also sell the attitude that the ads has portrayed along with the product which is what gets the people psychologically excited. = = Both these ads use similar approach to get the audience attentions. The use of sexuality and seduction of the 2 beautiful and sexy women attracts both Males and Females attention equally. The use of sexuality and seduction is successful because people want to buy “sexy”, be sexy and what to be seen as sexy, and these ads very much imply that. = = = = = = = = __ Reference: __ = = Carroll, Janell L. (2009). “Sexuality now: embracing diversity” Cengage Learning 3 pp515-51. Online at: [|http://books.google.ca/books?id=5f8mQx7ULs4C&pg=PA517&lpg=PA517&dq=seduction+and+sexuality+in+ads&source=bl&ots=9FQMDe-] [|TCC&sig=lweMZrQKN6D8hjTq8_ma9agU4xU&hl=en&sa=X&ei=pGUxT7KYHoiU2wWc_d3IBw&ved=0CCcQ6AEwAQ#v=onepage&q=seduction%20and%20sexuality%20in%20ads&f=false] =