MAN ATTACKED MARKET _ Essay#4

3/06/2016

Man Attacked Market

To take the driver seat on the road to success in men’s products it’s no secret that advertisers use sex to sell their products. For a family oriented products, advertisers choose to connect with men by making them feel like a protector or their realm. But the real goal here for this company called American CREW found in an advertising page in MAXIMUM magazine, is to logically and emotionally connect the ad’s appeal to the male consumer with visual appealing information. The company attacks the men’s with the need for sex, attention, prominence and the need to achieve.

 Human males are known to be competitive, another gateway of strategy the ad companies use. It is has been a young boy’s dream to own a fast car and everything that comes attached to it, but the devastating strategy the advertising lab rats use is to make the men feel they have to buy unnecessary products, just  to fit in a social class to have an actual satisfying  real man accomplishment. In the last five-plus years, marketers have been highlighting the masculinity of its men's brands as their main target. In result, companies like Old Spice and Gillette, in the middle of the high-profile entry of Dove Men+Care. Recent commercials, like the some on urge women, to get their men to stop using "lady-scented body wash" in favor of Old Spice. Some of us might honestly think a brand is grounded to men, where you don't have to say it's for men. “In effect, advertisers over the years have blindly felt their way around the underside of the American psyche, and by trial and error have discovered the softest point of entrée, the places where their messages have the greatest likelihood of getting by consumers defenses”. (Fowles6) Women are becoming the target to purchase men products by what they were seen or like on the television. One reason is, I doubt that guys are buying Old Spice body wash because they see a half-naked man riding a horse on a beach. You see their strategy is the marketers are getting to you by using your spouse or your partner.

CREW is a professional grooming substance, a popular barber and salon supplier that can be seen in a various magazine like Men’s Health, Men’s Fitness and GQ which those companies have also given CREW grooming awards. For instance, on the ad page, the main focus was on a guy leaning on his 1964 red hot convertible Mustang, while three very attractive girls in short shorts exposing cleavage and lots of skin, they’re all over him with each one having hands on this messy hair “Rock Star”, one hand is on his chest, one on his belt and the other girls hand is on his inner thigh, which comes to tell you; who knows what’s going to happen.

Sex really does sell, this catchy marketing strategy has been popular for a hundred years and is showing no signs of slowing down. In a magazine advertisement, “AMERICAN CREW” entertains the human eye by promoting its product to keep men looking stylish and attractive. The  ad  was found in MAXIM magazine aimed at a male audience and sexual appeal, on the advertising page MAXIM slogan states ”DRIVE HER WILD” showing the consumer if they wear this product, they can drive girls crazy with their hair, rock star image, and sex drive. In extolling Jib Fowles celebrates the fact that “To the extent that sexual imagery is used, it conventionally works better for men than women; typically a female figure is offered up to the male reader”. (FOWLES 60) AMERICAN CREW believes its job is to give men and their hair stylists the tools they need to create stylish, masculine looks every day, nothing less. Therefore, it was a good executive choice to have CREW advertise in MAXIM magazine to where sex sells, which males are the main viewers and buyers. As for men, this a good relation to their masculinity and physical strength and range from talking about how many women they have been with or want to be within which they are now seeking for attention.

No matter the gender, no one should never chase love or affection, but the men who are being sold on this ad, is in need of attention, the need is for to bring the attraction of opposite sex, attractive women, feed the fantasies that most advertising magazine pages give the illusion of what as the male consumer must have and to attain it, they must purchase the item. Since the American CREW ad promotes the style of a playboy or a chick magnet rock star, customers suppose they have to find some way to bring attention to themselves and they can start by using the high-end male grooming products. There is more to attention, sometimes when life gives you gigantic, smelly, rotten, and deformed lemons, you crave for attention and affection from your partner, in this case, it is meant for a male to seek attention from the attractive females, yes plural. When a person falls in that scenario they look anywhere for answers, tricks, strategy and even a specific most recommend male gel product. As the prominent advertisement writer, Jib Fowles puts it, “The clothing and the cosmetics industries exist just to serve this need and this is the way they pitch their wares. Saw this effort is aimed at males as the ads for Hathaway shirts and jockey under clothes”. It might not be the product that sells the consumer, it is an illusion of what happens by purchasing the items and the attention they believe the can achieve. (Fowles57)

In the journey to success, most men towards the finish line feel they need some admiration. Prominence gives them internal happiness that they are doing something right, a stamp of approval if you will.It doesn't matter from what community or social class you are from, men like to earn badge respect whether they’re from the streets, academics, profession, and of course, the ultimate man which has the money, the car, the looks and the girls.  In addition, human males are known to be competitive, another gateway of strategy the ad companies use. It is has been a young boy’s dream to own a fast car and everything that comes attached to it, but the devastating strategy the advertising lab rats use is to make the men feel they have to buy unnecessary products, just  to fit in a social class to have an actual satisfying  real man accomplishment. Author Explains. "Being respected not have to entail the usual accouterments of wealth: Do you know who I am? The commercial ask and we learn that the prominent person is not so prominent without his American Express card." (Fowles56) By wearing the product is not going to make you an actual male supermodel or a famous celebrity like Elvis Presley and some current popular famous actors. Whether it’s a male model or an A-list celebrity, there is an authenticity to each one with the respect that some men look up to and also want to feel the luxury achievement of that specific prominent man. 

To get the finish line of male success, one can do so if you just follow the message that is portrayed by American Crew and you will achieve. The need to achieve appeal refers to an individual's desire for significant accomplishment, mastering of skills, control, or high standards. The instant goal of advertising is to train our brain to remember a word or image where we could relate and need. Overall advertisers accomplish their goal by physiologically communicating with the viewer which makes them a fiend the need to have power, class, sexually attractive, popular, safe, and protected by purchasing the big companies protect.Most young Americans kids dream to have a car,  American muscle sports car on top of that which CREW promotes heavily on the advertisement and on several other ads and commercials. The company is simply picking up the drops of hints what men wanted since where little boys, with the idea if they can get the car, they can get the girl of their dreams too. In results, to bragging if they do accomplish those goals  they had in their past, one builds confidence and pursues to become a prominent young man that is focused on the achievement of what they know life. For men, this could relate to their masculinity and physical strength and range from talking about how many women they have been with or want to be with.In this case, accomplishing of looking good, creating sexual attention from the lovely look alike super American female models, gain respect from society and your comrades give the ideal male customer the sense of achievement. Jib Fowles explains that “A prominent American trait, it is on that advertisers like to hook on to because it identifies their product with winning success”.(Fowles47) For the way, CREW portrays the male model in the ad that customers should be like, some men might want to feel a sense of achievement in personal life and socially. If that is the case the male consumer in the of his accomplishments he would most likely want to feel like the elder Most Interesting Man in the World  from Dos Equis commercial, he is always surrounded by attractive girls and the commercial states that he is, “The Holy Grail is looking for him” (Prominent), “He is the life of parties that he has never attended” (attention) and “If he were to punch you in the face you would have to fight off a strong urge to thank him” (achievement), classic he has the four advertising appeals American CREW initiates.