Friday, December 27, 2013

Ads Stay the Same Only the Models Change

"It is a total shame that those supplement companies use busty, gorgeous women in advertisements next to ridiculously huge men. It's sexist! No one will ever get that big using those supplements!" - your girl flipping through a fitness magazine. People who mock or complain about those advertisements have not been paying attention. It is the oldest trick in the book. Sell with the fantasy of what you will do to yourself and who you will attract.


Dude with genetics geared for huge muscles and most likely using 'gear' and some supplements to get huge next to the 2007 Miss Bikini Universe with some good photo-shopping and a sexy look on her face. Pretty standard fare for supplement advertisements. What about the 1960s? Those advertisements were probably more focused on nutrition.

1960
 
Looks like he is Steve Reeves sculpted and holding a hot chick in his arms. The potential gains are similar to promises in today's advertisements, "25 terrific lbs. of handsome power-packed muscles all over". The other advertisements from the '50s and '60s involved a cartoon showing the skinny guy get sand kicked in his face while with his girl only to get jacked and then get his hot girl back. Has there ever been honest advertising in fitness?

1908
 
This advertisement is from 1908. Help for weak men. Simple and honest, so we now understand the need for the modern approach to advertising.

1 comment:

peterike said...

The most significant change from older advertising is the word count. Ads used to be built on text. That's what guys like Don Draper did -- came up with paragraphs of text for magazine ads. Did people actually spend the time to read those wordy ads?

Well they sure don't now.