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Example research essay topic: Ten Psychological Appeals Product Or Service - 1,752 words

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Sex in Advertising Advertising is all around us, its everywhere we look from the televisions in our homes to signs on the busses. It is almost impossible to avoid. Since advertising is such a big part of our social and economical environment, it is important that we know what these images our doing to us. Advertising influences us in many ways, often we do not even notice its effects. Sex is everywhere, in almost every advertisement we see.

While some people do not even realize it is there, others have strong rejections against it. Some of sex used in advertisement is unnecessary and tasteless, but most of us do not admit that it affects us, but it does. The truth is that sex sells by capturing the consumers attention. You turn on your TV and probably first thing that you see are beautiful attractive women. Almost 40 % of TV advertisement uses sexual appeal to sell different products or services. In magazines even more advertisements feature beautiful men or women quite often in such frankly sexual poses or clothes.

You can open almost every magazine that is aimed at a wide market segment and you will see hundreds of pictures of beautiful women advertising certain product. Why do we see that much sex on TV and in magazines? The answer is simple sex is the best known method to sell. The idea that sex sells may be absurd, but it seems to be true. Sex is seems to be used to sell everything. We see sexuality and advertising all the time.

Sexuality is used to sell everything from cleaning products to childrens clothes. Advertisers are going to all extremes to promote their products. The fight to produce the most effective ad is all around us. The product that will sell is the one that catches the consumers eye and leaves a lasting impression. Surely, the picture of beautiful and almost naked woman seen in magazine is eye catching and makes you look at this picture repeatedly. Advertising would not be effective with out the incorporation of psychology.

Advertising uses psychology to appeal to customers and to find their motivations. The purpose of advertising, the job of ad agents and consumer psychologists is to sell the product or service to as many people as possible in the most effective manor. In order to appeal to the consumer ads use the subliminal messages of psychological appeal. The advertiser decides which of the ten psychological appeals would be best to sell the product. After deciding upon the appeal, the advertisers then create the ad and place in it a psychological promise to the consumer, which demonstrates how the appeals need could be satisfied. The ad appeals to the customer through this promise and he feels the need to purchase the product or service.

Knowledge of psychology is essential to the advertising field. Advertisers must know how to use psychology to attract consumers and to turn them into loyal customers a necessity to any successful business. Advertising has hidden objectives, which are meant to target customers on a more subconscious level. The advertisers attract customers by providing a solution to the more self-serving needs, those, which go beyond necessity. Advertisers attempt to sell emotional security, immortality, and a sense of power to the consumer.

Other hidden needs of the advertisers are to sell love objects, self ego-gratification, and creative outlets. The hidden objectives achieved by using psychological appeal in the advertisements. The actual advertisements often meet a set series of credentials. The reader is basically tricked into desiring a product by the use of advertising techniques. According to Richard F. Taflinger, PhD, ten psychological appeals are used in advertising.

A psychological appeal influences a persons subconscious mind and emotions through visual or aural influences. This is done using advertisements, which suggest that the purchase of the product or service will satisfy one of the subconscious desires. The ten psychological appeals are self-preservation, sex, and acquisition of property, self-esteem, personal enjoyment, constructiveness, destructiveness, curiosity, imitation, and altruism. Each of the appeals has either a biological or a social basis as a part of human behavior. America faces today important controversial issue, which is the debate of sex in advertising.

Edward A. McCabe and John Carroll are two authors that present opposing arguments about this issue. McCabe persuades the reader into thinking that sex in advertising is no big deal, while Carroll explains why this is a major problem in America. Sex ads are defined as any type of advertising that shows pictures of partial nudity with wording that relates to the body in a sexual way, usually portraying women. Sex in advertising has been around for a long time but has the industry become too sexually explicit? The problems associated with sex in advertising are overlooked.

One ad designer said that it is supposed to be funny and that people should not take it so literally and seriously, because it is just advertisement. However, advertisement is serious because it affects everyones lives. It affects everyone since we learn about society through it. In sex ads, we learn that women are just objects and we can do whatever we want to them. It is offensive to women and causes insensitivity to them. It basically says hey, look at me, Im sexier than you.

Women in society start believing this and it results in a lower self-esteem and it could eventually lead to male domination. Advertisements capture the attention of everyone, but what we do not realize is that it also catches the attention of children who are not ready for these types of ads. This is a major problem in the American society. Most advertising professionals share the same position that it is not a serious issue.

However, if the advertising business as well as the rest of society becomes aware of this problem, change can occur. Over the last few years, protests over the depiction of women in ads have grown. If society is aware of this problem, it will act against it to reduce this problem. Another way to solve this issue is to reduce the amount of sex in advertisements since most ads have nothing to do with sex. There should be a campaign or organization to regulate such ads, similar to the Federal Communications Commission (FCC). Its purpose would be to figure out what ads are appropriate and locate other ads where it is not appropriate.

The inappropriate ads would not be submitted for advertisement. Reduction of sex ads will help stop the problem because women, children, and the rest of society would not be affected by so many of the offensive ads. Sexier women would not exploit the average body of a woman so regular women will not carry low self-esteems. Regular people will replace the sexy models so with this, children will not be affected and women will feel better about themselves.

Every ad featuring a happy attractive couple or good-looking man or woman is using sex appeal. Sex is used to appeal to both men and woman but in different ways. For a man the idea is to use an attractive woman to sell the product the subconscious message is, therefore, get product get woman. For a while, advertisers tried using the same technique to appeal to woman, the get the man campaign was often used for beauty products and fragrances. These campaigns though originally successful failed to create loyal customers.

The women who purchased the products once almost never developed the patronage motive. Advertising researchers soon found that the women had begun to resent the products when no man was gotten. The products made them feel self-conscious and inadequate when they could not attract a man. In this modern world, everybody is going after stereotype in every television, newspaper, and magazine advertisement. They concern about magazine advertisement most.

Everything depends on the advertisement, how the ad is looking also a model in the ad. The biggest thing depends on is the model. In most magazine ad, every sponsor uses the female model. So their advertise looks good and make good impression on the people. Women In magazine advertisement are shown as beautiful, passive, also nurturing.

First in every advertisement, all sponsors use the female model because they look good and sexy. A sponsor uses the female model to create big impression on the audience and make them buy their product. Models dress well in the ad looking charming and attractive. Sometimes people buy the magazine not just to look at ads but they are looking at models are in the ads. For example in LOreal advertisement they are using a beautiful female model that is very attractive gorgeous and she looks stylish. In the ad, it says that she worth her hair because she uses the LOreal hair coloring shampoo to color her hair.

The biological base of sex appeal used in many TV and magazine advertisements is obvious. Every ad featuring a happy attractive good-looking man, woman, or couple is using sex appeal. Sex is used to appeal to both men and woman but in different ways. For a man the idea is to use an attractive woman to sell the product the subconscious message is, therefore, get product get woman. For a while, advertisers tried using the same technique to appeal to woman, the get the man campaign was widely used in magazines for women.

Unfortunately, many advertisements do not correctly fulfill the message that they are sending across to people. Many companies use advertisements to demonstrate an enhanced representation of their item. This makes advertising to possess hidden objectives, which are meant to target customers on a more subconscious level. The hidden objectives achieved by using psychological appeal in the advertisements. The advertisers attract customers by providing a solution to the more self-serving needs, those, which go beyond necessity and the best tactic to do it would be to use sex appeal.

A vivid example of successful TV advertising campaign using a sex appeal can serve the advertisement of Pepsi with Britney Spears. This advertisement is used to appeal to males, who are attracted by Britney. Besides just a sexual drive, there is also a motive of having fun, because Britney is working in music industry. Her songs are aimed on bringing fun to people. Therefore, her star image is used quite successfully. David Beckham is another celebrity, and almost England's national hero.

People simply love and adore him. His image of attractive male is successfully used...


Free research essays on topics related to: ten psychological appeals, attract customers, product or service, sex in advertising, loyal customers

Research essay sample on Ten Psychological Appeals Product Or Service

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