Do you want to have the "perfect" body? Do you want to look like Arnold Schwarzenegger? Better yet, do you want to look like Arnold Schwarzenegger with a very pretty woman on your shoulders at the beach? A male would answer yes to most, if not all, of these questions. If you are of the male gender you are probably thinking, how can I be like him? Well, your question is answered, by consuming Muscle Tech! MuscleTechÒ's advertisement in Joe Weider's Muscle and Fitness magazine tries to convince its readers that by taking their work out supplements, Nitro-tech and Cell-tech, you will inevitably have a very fit body and a gorgeous woman on your shoulders.
             You have to wonder exactly what audience MuscletechÒ is targeting when they put a sexy lady in a bikini in their advertisement. Could Muscletech be trying to convince a woman in her late 60's to purchase this weight lifting supplement? Doubt it. Could it be a man that they're pursuing? Probably. They could also be directing their advertisement to young women. The company could be implying that if they take these supplements, women can look like the woman in the advertisement. Who are they really convincing to purchase their products? Men who are yearning for the ideal body and a woman to accompany them are the most likely candidates. Who wouldn't want a great time at a beach with an extremely good-looking woman? So, why do these advertisers use women and sex to sell their products? For the most part it is because the advertisements are created to conform to assumptions about the people who are purchasing the product or viewing the ad in the magazine. The ad in Joe Weider's Muscle and Fitness magazine is most likely appealing to a specific social class or to a specific sex. In this specific advertisement, insecure, middle class men ranging from 20 to 40 years of age are being targeted. When a man sees this ad, he will relate resulting in his desire to have...