Cheryl Brown-Petersen

Advertising campaigns are often focused on appealing to consumers’ psychological hot buttons rather than any legitimate value or characteristics of a product or service. Some of the more common tactics used to lure consumers’ attention and establish brand recognition, are pretty women and suggestive sexual over/undertones.

Take for example the Russian blond arm wrestling commercial, depicting a competition in a bar. First, there is a contest between two men who are cheered on by a large group of patrons. The victor of the competition is observed by a very attractive, young blond patron, to whom he appears to beckon surreptitiously. The woman purposefully struts to the table and proceeds to arm wrestle with the man. After what appears to be a very challenging bout, she emerges as the winner. The camera then focuses momentarily on the guy’s face, and he appears to be physically worn-out. Then there is a camera shot taken below the table, which shows the woman putting her leg down from an elevated position and reinserting her foot into her pink, high heeled pump. The scene suggests to the viewer that her foot has been summarily removed from his crotch.

First of all, I don’t’ have any clear indication about what product or service is being advertised. Even after performing some research, I am still not sure whether the firm is a beer manufacturer, or an insurance company. Now, what does a bar, arm wrestling, a beautiful blonde playing crotch foot-tag, or this scenario as a whole, have to do with insurance, or beer? The commercial does not illustrate any of the benefits, or characteristics of the product being sold. Clearly, the advertisement is positioned to capture the consumer’s attention by pandering to a desire to ogle attractive women and play on a cheap suggestive situation. More than likely, men are mesmerized by the blond and women may possibly feel exploited by the second-rate attempt at sexual humor.

Often times I find that I am completely unaware of the nature of the product or service offered by the advertisement, until the commercial is almost completed, or in some cases, when the advertiser’s brand name is displayed or articulated. In many instances, I am left wondering “what the heck was that all about?”

Though some of these campaigns are intriguing and entertaining, is it really ethical to concentrate on a contrived adaptation of the advertised subject matter?

Photograph Credit:
Sabrina Segal