Sex Appeal in Advertising

The product is macaroni in this case. The target customers are assumed to be women, who are again assumed to be low elaborated due to the limited information processing, limited time spending, automatic and shallow thinking of this product. Moreover, apparently there is a sex appeal here in this print ad. I think there is no source credibility nor attractiveness because the picture is not related to the product or its usage at all. Nevertheless, there is a little cue about the neutrality of the product, which may be to say “it is as neutral as vegetables”. Furthermore the sex appeal may serve the hedonistic content of the target group. As a result, the strategy seems to be peripheral route which is quite appropriate for the low elaborated target.