Would you believe me if I told you that wearing deodorant will automatically make you feel more comfortable around the opposite sex? When I came straight out and said that, you probably thought it was unusual. Is it though? I came across an ad that was advertising Secret deodorant. In this ad, three teenage couples appear to be on a date. They are sitting at a table at some kind of restaurant or café. The two couples on the outside are kissing, while the couple in the middle appears to be quite uncomfortable. They are just sitting there trying not to look at each other and probably wishing they were anywhere but there. Keep in mind that this ad is advertising deodorant. Is that what you are really getting from the ad though? I think it sends out a hidden message, like most other ads. Are you aware of it? Most of the time we don't pay attention to the little details or may not even notice what message we are actually receiving from an ad. According to Jean Kilbourne, "The unintended effects of advertising are far more important and far more difficult to measure than those effects that are intended. The important question is not 'Does this ad sell the product?' but rather 'What else does this ad sell?'" (85). We don't notice the details or the hidden messages. That's why advertising is so successful. It makes us think thoughts without us even realizing it.
             The layout of the ad sets up what gets noticed first. When someone looks at the ad, the first thing they notice are the people kissing. They may not even realize that the ad is selling deodorant. The thought of the people kissing is stuck in their head. The fact that the "uncomfortable" couple is in the middle, makes them look even more uncomfortable. If they were on the outside, I don't think it would be as strong of a message. They could look at something else or easily get up and leave. ...