" Ads have been taming us men to think that getting with women will stand you out in the society. That's the big picture that advertiser been portraying towards male consumers since they were teenagers. In Jib Fowles essay Advertising's Fifteen Basic Appeals she states that "In the interest of keeping failure and calamity from our lives, we like to see the durability of products demonstrated." Fowles is trying to say that we as a consumers are always interested to see how the product impact our life. Our life has starting to depend too much on product rather than our self. We buy these entire different products to boost our self-esteem and they have become a part of our life that we can't live without. Especially to young male adults who are very easy to persuade because sex is a major satisfaction in their life.
The toothpaste ad by "Close Up" target young male adults' audience by showing a picture of a guy and a girl both kissing and getting real sexual with a sentence in a middle that says "Tasty" and on the bottom of the ad it says "The Taste That Heat Things Up". This ad is showing male young adults that if you brush your teeth with this product you will be turning on the girl and heating things up. Advertisements are using the need for sex because they know that all the young male adults are so much into sex and experiencing it and by using this product "Close up" their mouth will be tasty and girls will like it more. In Fowles essay Advertising's Fifteen Basic Appeals on the appeal of need for sex, she states that "To the extent that sexual imagery is used, it conventionally works better on men than women; typically a female figure is offered up to the male reader." He is trying to say that if an attractive female is used in an ad it's easier to get the attention from males than an ad with an attractive guy for an ad for females.