We all saw the Super Bowl commercial that had everyone buzzing featuring much more of David Beckham than we have ever seen before. Beckham bares it all for his "Bodyware" 
collection for H&M. But what really was the goal of H&M marketers? It is clear that advertisers where manipulating female's emotions and male's emotions as well. Women see David Beckham as a gorgeous soccer player and wish they could be with him. Women may even tell their boyfriends to go out and buy Beckham's Bodyware! Men see Beckham and wish they could be him (a hint of jealousy perhaps?). The conditional stimulus is H&M as a company and David Beckham's new Bodyware line. The unconditional stimulus is the feeling of shock when you realize what the commercial is about and who is in it. the unconditional response in this commercial is the feeling of desire for either David Beckham or for the Bodyware collection. Finally, the conditional response is the need to either be with Beckham or to look like him. Much like the dogs in Pavlov's conditioning experiment, some female's conditional response may even be salivation! Some people argue that this is a sexist and degrading advertisement. Watch the commercial below. What are your thoughts?
Beckham Bares It All!
Celebrities are great models for companies to use when promoting their products because consumers want to be like their celebrity heroes and therefore will more than likely buy the respective items. I think this type of advertising is amazingly efficient and overall is the key to many companies' success.
Great story (not just because of David Beckham)! I think you made extremely valid points. Although some people may see this advertisement as sexist and degrading, no one can deny that it works. Advertisements are meant to evoke emotions among its audience causing them to feel drawn to buying their product...this advertisements does just that!
One of the main reasons I chose to read this entry to because I saw the name David Beckham. After reading this entry I was able to understand more of the underlining reasons of using celebrities (especially attractive ones) in their commercials. When initially watching this you would just assume this commercial only attracts women because its David Beckham and he's super attractive. But I totally agree with you discussing how it affects men too, by making this jealous and wanting to go out and buy that line to get girls. So overall this commercial is very successful in attracting both sexes.
Love that this was your topic! Interesting to look deeper into the advertisement to see what the publishers were really getting at! Great work
This blog is completely true! When I saw the David Beckham commercial on the Super Bowl I found myself totally drooling over him! It is very funny how commercials can literally have no words but just show an alluring image and people will be drawn to the product. It is for sure a form of conditioning, and this is why they say that sex sells in the entertainment industry.
I could not agree with you more on this topic. It seems like any advertisement with extremely attractive individuals creates jealousy and desire among today's society. In response to your ending question, I don't necessarily think that this commercial is sexist and degrading. The H & M marketers' goal is to get as many people to buy their products as possible, so the easiest way to promote is through the use of extremely attractive individuals. Society is more likely to buy from a brand that shows good looking people wearing their items. At the same time, I could see how some people think this commercial is degrading due to the fact that society aspires to look like these people who seem to be at a certain level of unattainable perfection.