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The Relationship Between Sex and Fruit Juice

If you've ever questioned the relationship between mango juice and sensuality in an advertisement, this article might just act as a step towards unraveling some of the seemingly bizarre ad concepts we watch on TV and observe in other media.


Image Getting to the Root of it by Going Back in Time: Before the first quarter of the twentieth century, ads simply conveyed the necessary message which included very basic information like: ‘this product is available at so and so place’; and likewise, a common man bought only what was needed. Then came along mastermind- Edward Bernays, the father of public relations. Now, Bernays only knew too well that a commoner’s needs could indeed be full-filled, but a person’s desires hadn't any ceiling. What Bernays then did, laid down the platform for modern day ads by associating a certain product with feelings of desire conveyed within the ad. Think about it: Ads simply don’t just blabber about the features of a product. Rather, ads try an evoke an emotion, and by evoking certain emotions among their prospective consumers, consumers are then driven on a more instinctive or subconscious level to purchase a product. Therefore, ads indeed draw much from the field of psychology. Given that Bernays was Sigmund Freud’s (the father of psychology) nephew, it isn't surprising that he applied psychology to go about his PR tactics.


Among the umpteen P.R campaigns Bernays carried out during his career, the women’s cigarette smoking campaign inImage the nineteen-twenties takes the cake. Bernays helped the tobacco industry overcome one of its biggest challenges: To make women feel at ease puffing away in public. So in order to get women to proudly purchase cartons of Lucky Strike cigarettes, Bernays rigged the 1929 Easter parade in New York City by showing models holding the brand’s lit cigarettes, or as he termed it “Torches of Freedom”, as protesting against the law that inhibited women to smoke in public back then. After the historic public event, women din’t just feel liberated, but smoking in public also made them feel empowered! Therefore, to associate a brand with a cause bigger than just the satisfaction of consuming a product can have some really quite astonishing outcomes. So does the introduction of the sex factor in a fruit juice ad now make any sense?

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