lust

n : intense sexual desire

     Ok, it is kind of difficult to not portray "sex" or a sexually related theme when advertising condoms. Do you think Durex has captured the soul of its brand in these two ads? Good golly -- if these ads don't sell, I don't know what will! 

     Referring to above ad, "During Lovemaking" -- wait right there, what is this couples relationship? Are they married? According to the normal symbols that unite married couples whom make love, this couple does not qualify. I do not see a ring on that fella's finger. Are they making love, or simply lusting in a quick shag? Good question. I think the latter is the case.

     According to the body copy of the ad, "Feel what you have been missing. With the most exciting condoms ever made. New Durex condoms for ultimate pleasure. Now safe sex doesn't have to feel that way. Free sample at www.durex.com." This ad would make the pure conservative quiver in his or her boots -- "now safe sex doesn't have to feel that way!" Why doesn't the ad read, "Get your kicks on Route 66" -- shags $25 each or 5 for $100. 

     This ad is selling condoms through the seventh deadly sin of lust! Sure, sex sells -- I am confident it has been used to communicate many products benefits that have nothing to do with sex. Repeatedly, sex or sexually related themes is used to position products and brands in many campaigns.

     Much like first condom ad, this one comes from the same campaign and continues the "Set yourself free" slogan. The only difference is the first ad employs the "Ultra comfort" condom line and uses the "airplane" theme. This ad uses the nerve approach to highlight the "Extra sensitive" condom. I would say that lust is the central theme in this ad. Appropriate, considering the product.

     This ad is a "teaser" for Grand Marnier -- "In a snifter. On the rocks. Or any other way you find tempting." It is not uncommon to find liquor ads to portray a little leg, lust or a simple tease. This is done exceptionally well in this ad. "A slightly unexpected finish to the evening." I wonder what that body copy means? What kind of finish? I think a little fantasy is explored here. They seem to have a dandy finish planned for their evening's end. Maybe it is the idea that she has a blindfold over the males eyes. I wonder if his hands are cuffed behind his back as well? 

     This ad for Fusion body spray is from the slightly Liberal FHM Magazine from England. I count a minimum of seven couples getting their groove on. Shall I also mention that it appears that most of the couples are female on female. What kind of picture does this present? A little sex. Some lust. Maybe some hanky panky? All the way. This product is swimming in sex, lust and some more sex. They say sex sells. I will buy it!

     Lust is commonly used for fragrances, automobiles, fashion items, luxury goods -- any item that has a well known label (Gucci, Luis Vitton, Prada, Salvatore Ferragamo, Kenneth Cole) and relatively high involvement items. It is a common thread amongst all people -- whose head does not turn when an ad like the one above is shown?

     Nonetheless, advertisers and marketers will use the appropriate tools when necessary to sell fast moving consumer goods to high involvement items. Lust and sex is one of the most commonly used strategies in all of advertising and marketing. 

     It is at this terrace that the spirit experiences chastity and is rid free of its sin. I think we all will meet on the seventh terrace!

intro / pride / envy / wrath / sloth

greed / gluttony / lust / conclusion