Moving onto a much more modern ad, as you can see the sexualisation of car ads has developed over time, taking much bigger risks and putting sex in the face of the viewer. The direction of this ad has connections to the two previous ad (fig1 and fig 2) in the way the ad sells something other than the product it sells a lifestyle.
The ad attempts to communicate the brands image and personality, it is communicated that people and products have personalities and this personification is literal with the introduction of the car image covering the woman's face. BMW have stated that "the ultimate attraction" is the product they produce, the female is still the attraction, just not the ultimate attraction. This campaign adds sexiness and daringness to BMW's image. This simply makes the consumer justify the purchase of the product based on desirability. "Owning a BMW is like dating the hottest girl in school, everyone dreams of it. but only a select few can experience it" The desirability comes from others the perceived view that you will become the ultimate attraction with the purchase of this product.
Sexualisation isn't the only technique used within this, the power is signified by the BMW covering the woman's head, even more than the male figure. this breaks the rules as in most cases in previous ads the male figure is always dominant and all powerful. The fact is the message that is communicated by this os that when you drive a BMW, you are in control and hold the key and posses that dominance and power.
What this analysis is stating is that the BMW is the ultimate machine because it is "The ultimate attraction." With the purchase of this product everyone will notice you, people will desire you and the car is shown to establish a dream lifestyle with its purchase.
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