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“This is the look of a totally satisfied woman,” states the Herbal Essences advertisement in last month’s Vogue magazine. Shiny and bold, immediately the reader is attracted to the brilliantly colored shampoo bottle with brightly colored flowers imprinted on its bottle. As the reader looks at the pleasant bottle it leads their eyes to the “satisfied woman” who has the look of delight and heaven on her face. Automatically, one can tell that she has just gone through an amazing experience. Her finger is cradled between her perfectly aligned teeth with the tip of her tongue just brushing her nail. The reader is hooked. She looks as if everything she ever wanted has just been given to her through this shampoo. Face it, sex sells, and Clairol is using that passion to sell shampoo.
As the reader’s eyes travel down the elegant finger, the bold font on the ri...