Alexander Hanna

Controversial ads often leave a lasting and memorable impression in the minds of consumers. Marketing campaigns have to be especially careful when using minors to advertise a product intended for adults. This was illustrated in a recent fragrance ad by Marc Jacobs featuring the young starlet Dakota Fanning. In the ad for the ‘Oh Lola’ perfume, Ms. Fanning held an oversized bottle of the product between her legs while wearing a short dress showing her thighs with her chest protruding. Many consumers felt that the young actress held the bottle in very sexual way as if it was a phallic symbol. One could even argue that the look in her eyes and her overall body language exerted a certain level of provocativeness which is inappropriate for someone her age.

My question is why would the marketers want to use a minor to advertise a product which is targeted for young adults? It seems that it would be more appropriate to use a relevant and popular twenty-something actress to promote the product in a sexual way. Then there would be no controversy or misunderstanding. Or perhaps that is the point—that sex and controversy sells! We have all watched Dakota grow from a sweet little girl to a beautiful and refined teenager. There will be ample time in the future for her to spread her wings and blossom into a young lady playing the role of a siren or seductress perhaps. But for now, she needs to maintain her purity and enjoy the innocence of her youth.

At what point does racy become raunchy, and edgy become explicit?

Graphic Credit:
Animationfactory.com