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Many hidden, underlining messages of advertisements are used in order to market products in a sexualized manner. Instead of selling the product itself, advertisements sell ideals or certain things that have nothing to do with the actual product. Advertisements attempt to appeal to the public in order to convince consumers to purchase their products. In the case of the Yves Saint Laurent ad, romance, sex, and the promise of being able to live life to the fullest are all being marketed in the form of the “Parisienne” perfume. Not to mention, its influence on gender roles and how its contribution to the stereotyping of Caucasians. The setting and visual aspects of the advertisement campaign as well as the race of the selected model behind the perfume ad provide a wide variety of messages to its audience that are not always clear at first glance.
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