This advertisement appeared in the Massachusetts Lawyers Weekly magazine and stirred up heavy controversy. This ad was created for Jiwani, which is a maker of custom-made suits for men. The ad features a very attractive man and woman who are leaning in close, looking as if they are about to kiss. There is a very passionate look in the woman’s eyes as she pulls the man closer by his tie. The woman’s clothes look as if they are virtually about to fall off of her body, and we can see that the man is wearing a dress shirt. Across the ad there are words that read, “A custom-tailored suit is a natural aphrodisiac”. An aphrodisiac is defined as something that excites sexual desire. The attractiveness of the couple creates the image that a custom suit is made for someone of high status, and that the suit will add to the image of an overall physically attractive person. The sexual chemistry and the reference to the suit as an aphrodisiac instill the thought of the suit serving as a means to a strong increase in a man’s sex appeal. This ad is using sex appeal to target men and convince them that they need a custom-tailored Jiwani suit to up their appearance and make them more appealing to the opposite sex. This ad may also be targeting women in the sense that they will see this ad and want to buy a Jiwani suit for their significant other, or they might convince their husband or boyfriend that they would be very attractive in such a high-status suit.
Post By: Katie Huston
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