Only

advertisements sell fantasies
geared toward different
socio-economic groups. For
example, a watch in Family Circle
will be advertised in a much
different manner than one shown
in Harpers Bazaar.
Banes stresses that when an
art director is shooting an ad, he
certainly doesn't look to see if the
woman's head is cut off or if her
eyes are downcast. Rather, he is
looking at the whole picture to
judge what is a esthetically
pleasing. In effect, he is not
aiming to make a sexist ad.
Abramsky feels that the
community mores in New York
and Los Angeles are more
permissive than Detroit. The
psychologist's opinion is that
local advertisers would be more
hesitant to use risque ads. He
also feels the sexual aspects of
an advertisement do not
necessarily sell the product.
"These ads appeal to the Wish
Aspect of our personality," he
states. "The idea is that you buy
this product and this is what will
happen to you. I don't know how
successful the ads are in selling a
product."
Corbett adds that Detroit
advertisers tend to be more
conservative in their advertising.
"I suppose that people in New
York may have a slight tendency
to be more permissive," Corbett
says.
Also according to Corbett, the
provocative ads are, "kind of a
cheap shot." "What some people
consider intrusive and stand-out
advertising other people consider
offensive."
Meanwhile, these ads continue
to create a furor. Articles in The
New York Times and other
national publications analyze
them, but it is doubtful that they
will be pulled out of any of the
magazines now or in the future.
And only time will tell if these
ads are a passing part of
advertising history or the wave of
the future.

Anne Y Meyers contributed to
this article.

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