Many of us (women) debate which shaving cream is the best, which leaves our skin moisturized and looking smooth. We see advertisements for silky, smooth, and skinny legs, which lead us on in a way. We want to achieve this look of skinny, tanned, smooth legs, even though we know this shaving cream won’t change our size and look of our legs. So why do we still buy into this?

In this ad you see a very tanned and skinny leg on the scene of a beach. The person is wearing a white dress that makes her tanned, smooth leg pop, this was very orchestrated by the company, wanting it to seem very natural and relaxed, but in reality this shot probably took many times to get just right. Then your eye next is pulled to the glowing shaving cream, which is very tropical, bight and enticing to the eye. The bottles seem to give off an aura. In the very middle of the ad you see in bold, white text; which reads “Deliciously smooth”, the ad is comparing the feel of our legs to the taste of food, what a classic move. Advertisements seem to always compare the look of things, in this case legs, to the emotional taste and feel of food. Now let me point this out, if the ad used a very pale girls leg, would you still want this shaving cream? The knee of this leg seems to be smoothed; no edge or curve seems to stand out. The more and more you look at this leg you see how photo shopped and unrealistic it is, its perfectly tanned and smooth to capture their slogan “deliciously smooth”.  And what a unique name for a shaving cream company…. “Shave”. The company also uses very bright and enticing colors for their bottles, because we all know when we go to the store, the bottle that sticks out the most, being the prettiest is going to be the one we pick up, the one the teenage girl begs their mother for, all because the bottle is pretty.  What a smart move.