Advertizing sexual paraphernalia has become popular as there has been growing sex appeal in our population. There are certain standards, or “effects” if you will, that are more favorable. For example, the newest condom commercial provides both a “fire and ice” effect for men and women’s enjoyment. Concentrating on the “big moment” is what these products are geared toward. Likewise, the KY Intense for Her commercial focuses specifically on her “moment.” To appeal to the female audience, the commercial can be looked at as using Marxist rhetorical strategies. Here are a few of the things I pin pointed.
Who is allowed to speak? The female, obviously! This product is designed specifically for the female’s use and pleasure. She is the experiment and experimenter in the situation and her voice plays a part in the product’s appeal to the consumer, and the consumer’s appeal to the product.
What is being said? This potential addition to the sex lives of women is one that comes with a hell of kick. As the ad portrays, if using this product with your partner, sexual encounters will be rather “climactic” for the woman. Not only this, but this product has the ability to allow a conservative couple to experience intensity outside of their comfort level.
What lies behind the promises being made? Pleasure, intimacy, arousal, intensity…
What actually created the message? The KY Jelly Foundation for Woman and Better Sex (Or just KY)... And unsatisfied women all over.
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