“Life without passion is unforgivable.” Reasonable viewers of this Sean Jean fragrance ad are encouraged to believe that the pursuit of passion involves a ménage-a-trios. Implied nudity undoubtedly contributes to the ad’s sexual nature. But the models’ positioning, the ad’s setting (disheveled bed), and its headline all contribute to a sexual interpretation.
The ad introduces a fragrance extension of Sean Combs’ clothing line. Fragrances are often viewed as sexual attractants, and research shows that up to half of fragrance ads contain a sexual message. This ad is certain to grab a viewer’s attention but more important, its intent is to infuse the brand’s image with sexuality. The unmistakable message is that sexual potency and sexual adventure come with this cologne: “If you dream of sexual situations like the one depicted in the ad, this fragrance is for you.”
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