Getting That 'Lets Go Again' Look Assignment Paper

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Getting that “Let’s Go Again” Look
Introduction
Advertisers use varied tactics when persuading their prospective customers. These tactics are referred to as the advertising appeals. They are keen to address some important appeals such as fear appeal, humor appeal, guilt appeal and sex appeal when advertising condoms. Sex has its own consequences, which in this case, the advertisers and marketers in general, apply the appeals to get and retain the attention of the target market. Some of the common consequences of sex are pregnancy and sexually transmitted infections, which many people tend to avoid in the due course of sexual intercourse. This paper seeks to highlight the right mix of the considerations that will yield into an effective purchase response/behavior from the customers, as articulated in the advertising appeals presented to them through the right media.
In the analysis of the Bare Condoms from Durex, it can be envisioned that the clear intentions of the advertiser were as a means of persuading the customers. Fantasy and pleasure is brought out clearly in the image provided in the sense that, the key words highlighted, “Getting that, ‘let’s go again’ look”. The looks depicted by the cover model, provoke those clients who are exposed to the advertisement to want to engage in the purchase activity/behavior of the product under promotion. It indicates that the cover model is so sure of the results from the activity that she is engaged in, which in this case, is clearly sexual in nature. The degree of satisfaction in her facial expression, leaves the person exposed to this ad campaign yearning for more. It is like the condom offers her exactly what she needs at the very moment. A close look at her posture – lying on her back and the gesture that is evident from the way she touches/caresses her hair, the tilted look in her eyes and the almost exposed breasts that reveals a cleavage, is a sure indication of a deeper urge for sexual arousal, that will lead to utmost satisfaction or gratification. By using the brand name Bare on the pack of the condoms in itself, is a well-orchestrated campaign to lure the customers into purchasing the product because not so many people appreciate thick latex traditional condoms. They would rather go for “ultra-thin” or almost bare condoms that give them a natural sexual feeling w...