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Since the first car was made, advertisers used sex appeal to market their particular product or service. Tyre adverts were no different.
From the early 1920’s, tyre adverts focussed on using pin-up models, and in some cases even shockingly erotic photos. Going back through time, I found that today’s adverts, although still making use of sexually appealing models, is nothing compared to those of 97 years ago.

The difference, in my opinion, is this:
1920’s - During the early years, the target market was focussed on boys and men - enticing the men so they can buy a make-believe, instantaneous ‘manly’ image. Tempting the boys by tickling their testosterone at an early age – getting them to dream about chrome-encumbered, noisy, tyre-burning machines – all with a fantasy girl in tow.   
Today - In this enlightened age, women are also at the wheel and women's rights has rapidly become a reality, making the use of women only models a no-go. Advertisers have cultured a more diplomatic and subtle approach, using male as well as female models and incorporating gender-unbiased humor.

So, what have we learned from this piece of (seemingly) useless information?
It’s an undeniable fact that sex-tinged advertising might never go out of fashion.

Written by: Anchen Coetzee
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Submit your opinion piece HERE or email editor@africaintouch.co.za  
Afrikaans and English contributions welcome.
Content of opinion pieces does not necessarily reflect the official opinion of Ama'Zone Media Solutions t/a Africa InTouch. Responsibility for the information and views expressed lies entirely with the author(s).