Pathos Expressed Within the Durex Condom Ad

Even though this particular Durex ad is basic, one can receive emotion while glancing at it. The viewer can notice the "Lights off. Action!" slogan and can notice the way the condom wrapper resembles the iconic clapboard and automatically feel excitement. This excitement of being in a movie and of being sexual involved with someone is synonymous. The advertisers want the consumer to feel exhilarated. If one can seek pleasure from just glancing at this ad, then one can seek pleasure from using Durex's product.  

Conceptrol Shield Pathos!

The Conceptrol Shields advertisement, though subtle and keeping to the idea of normality in society by displaying the couples on the box, it marked the beginning an age sexual exploration. By stating that the condoms “feel like you’re not wearing anything” provoke a sense pleasure or pleasure seeking in the audience, that they can still be responsible and have fun. Also, having the couples on each box stare lovingly into one another’s eyes stimulates passion and longing in the pair of individuals or individual looking at the advertisement; the couple wants to be like them and can achieve this by using Conceptrol Shield. Not to mention the fact that having such an advertisement distributed evokes either a sense of exploration or disdain at the idea of sex becoming a part of the public discourse. Prior to the sexual revolution, an advertisement for condoms, birth control, or any kind of contraception was strictly taboo. The 1960's, the beginning of the sexual revolution, was a time where a shift of thinking was occurring between younger generations, who participated and essentially started the sexual revolution, and older generations, who believed that sex outside marriage and discussion of sex in a public discourse was socially unacceptable.  

Ethos in the Durex Condom 2013

The main way in which ethos is established in this advertisement is simply through the well-known brand of Durex. Durex can be seen on television commercials, as well as in magazines, with brightly colored and creative advertisements such as this. Durex plays an active role in the promotion of safe sex globally, such as the establishment of National Condom Week.  Durex even made itself known during the 2012 Summer Olympics, giving condoms to thousands of athletes. While there are many brands of condoms, when people think of this form of contraception, the name Durex comes to mind.

Ethos - Conceptrol Shields Ad

I think the most important step in advertising condoms is finding a way to establish credibility. Why should consumers trust your brand? The Conceptrol Shields ad does a nice job of establishing ethos by depicting two very successful couples as their package display. The men are dressed in a suit and tie while the women hang on their shoulders, looking intimately into their eyes (also notice the huge necklace piece on the chick up front). This ad emphasizes the importance of first impressions.

- Gerald De Leon

Conceptrol Shields Audience Analysis

The 1960’s condom advertisement for Conceptrol Shields is geared towards young, sexually active adults. It mainly attempts to grab the attention of couples fitting this description by showing a couple gazing lovingly at one another on on each of the boxes of condoms represented in the advertisement. The advertisement focuses more on the aspect of pleasure than it does protection, again appealing to a younger, somewhat carefree generation who want the freedom and pleasure of sexual exploration without consequences such as pregnancy or sexually transmitted diseases.

Audience Analysis

This condom advertisement hails from the United Arab Emirates. The audience for this advertisement would likely be all sexually active people. Some of this audience would find this ad useful for the simple fact of contraception. They do not want unplanned children and will therefore take precautions to prevent this. On the other hand, the rest of this audience, could find this useful for the idea of safe sex. Sex can be exciting, like starring in a movie, while also being safe.

Rhetorical Situation of the Durex Condom Ad

Sexual liberation is still present within the 21^st century. However, the message is less narrow-minded and more focused on safe sexual acts. Current advertisers such as Durex choose to shy away from using heterosexual Caucasian couples as their main image and choose to use a much simpler image: the condom wrapper. This advertisement is targeted to an assortment of couples of all ages and sexes; and with the slogan "Lights Off. Action", sexual liberation without constraints is implied. Durex’s modern and diverse audience can pursue freedom within their sex lives just without a constant fear of unwanted STD’s and/or unplanned pregnancies. 

Rhetorical Situation of the Conceptrol Shields Condom Ad

Sex in the 1960's symbolized a sense of freedom for the American people. Along with the emergence of birth control, condoms enabled society to freely express its sexual frustration during a time of war and protest. In the Conceptrol Shields condom ad, it displays two packages with a picture of a very satisfied looking couple on each one. The ad also presents, in super fine print, additional information about the condoms. Both men AND women were given the opportunity to explore each other with the use of this product.

- Gerald De Leon