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    STUDIA PHILOLOGIA - Issue no. 1-2 / 2002  
         
  Article:   EROTICISM IN ADVERTISMENTS.

Authors:  MIHAI MIRCEA ZDRENGHEA. 		 
       
         
  Abstract:  Advertisers have discovered that the key to finding the way into the consumer’s checkbook lies in identifying national attitudes towards sex and humor. The British are generally cold to sex in advertising. The Italians seem to like things that involve the family as well as things that make them laugh. In Germany, adverts tend to be pronouncements, whereas in France advertisers have increasingly turned to sexual innuendo. It seems that eroticism has become part of the advertisers’ armory. The aim of this paper is to analyze how the erotic component is used to build adverts, how it is used to persuade the audience to buy a certain product.  
         
     
         
         
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