The adverts chosen in this analysis draw on the cultural values, hidden or overt desires and yearnings for actual or imagined sexual satisfaction (femininity and masculinity) and sense of affiliation linked to the purchase of certain products. Effectively, they exploit the consumers’ sexual inadequacies by attaching real or imagined sense of adequacy to the products. As perhaps best evidenced in the Abercrombie & Fitch’s adverts and the company’s advertising practices, these advertisements are dependent on the consumers’ irrational and subconscious emotional motivation to purchase a product, which serves to substitute other important considerations such as price, quality and Continue reading...