Azzaro Wanted for men: sexy, exciting, and lustrous, but at what cost?
By Charlotte Abramson
He’s handsome, sharply dressed in an expensive suit and bowtie, exuding irresistible confidence with a stunning smile. Masculine in all forms of the word, paired with an expensive car — every woman’s supposed dream. The women are beautiful, tempting in tight clothing and small bikinis. Attending a party with gorgeous women on both arms, he’s flocked with admirers; king of the city and the king of men.
Sex and advertising have long gone hand in hand in an attempt to capture consumer’s attention, however concerns have been raised on the effects of such brazen and rather explicit implied advertising have on consumers.
Azzaro, a popular and expensive brand of cologne uses these compelling sexual tactics, evident in their WANTED commercial. However, research studies suggest sex may not sell in the capacity we are lead to believe it does. A first of its kind meta-analysis of 78 peer-reviewed studies by Professor John Wirtz and his team at the University of Illinois examined the effects of sexual appeals in advertising, their findings shocking. “We found literally zero effect on participants’ intention to buy products in ads with a sexual appeal” (Wirtz).
While research shows sexualized advertisements are remembered more often, a lack of interest in the actual product being produced brings about the question of why the appeal to sex is used if it simply isn’t producing an increasing number of sales. “Certainly the evidence indicates that the carryover effect to liking the ads doesn’t influence whether they’re going to make a purchase” (Wirtz).
Wirtz’s research has deemed sex doesn’t neceassrily sell yet the concern over what potential effects consumers may face remains. The manifest content is explained easily enough, buy the cologne, get the girl, but what of the latent content that remains?
Advertisements such as Azzaro’s Wanted for men give off the appearance of high-class living with wealth and women, however their prospective audience more likely lies within the middle class as the products themselves cost around $100 per bottle and are sold at any major department stores such as Macy’s and JCPenny. That being said, the displayed wealth within Azzaro’s Wanted commercial is extensive, ranging from suits to cars, and even to women. The allure of wealth could encourage consumers to buy, appearing expensive while still remaining within the majority of consumer’s price range.
It’s also very possible many consumers overlook the deeper insinuations of the ad, but in a never ending loop of ultra masculine models with airbrushed bodies and cheekbones, the question has to come up. Can I be like him if I smell like him? The chances are unlikely.
Most men and women for that matter do not resemble the perfectly toned and airbrushed models society has deemed worthy of advertisement, and yet the subliminal messages found within suggest as much. The possibility of men resenting the ads portraying their gender as only these ultra-masculine sex magnets is understandable and even relatable. Promoting unrealistic body images for men is just as damaging as for women and yet, most sexualized ads portray only magazine cover worthy models.
The potential effects on women cannot be overlooked either. Usually used as a pretty side piece, women are often the most commonly used sex appeal in cologne advertisments; scantily clad while the man remains dressed, temping and seductive, but only that. Whether it’s a pair of legs dressed in heels, or a tight black dress, women are objectified to help sell a male product and Wirtz’s research shows just that — women were found to resent sexualized ads to an astonishing degree.
Whether or not companies selling cologne will change the way they advertise remains unknown, for now we will likely to continue to see sexualized advertisements dominating the media with astounding vigor. Hopefully, a more realistic and positive spin on these products can be addressed within the near future with consumer’s best interests in mind.
