adventure...He's a man with a discriminating eye...He's a man who is smart about his future." Playboy-Aug.,Sept.,Oct. 1996

While flipping through the pages of a once controversial but now globally excepted magazine, one will find an interesting advertisement within the covers of Playboy. There is a full page color advertisement that generally depicts a man and at least one woman. The scene within the ad changes with each issue but it is always fresh and upbeat, such as an outdoor scene, an art gallery, or steps at some college campus. Each ad such as this asks the same question, "What sort of man reads Playboy," then continues on to answer itself. After briefly viewing the ad, the common "JOE" might go on his merry way paying the advertisement no attention, being that his only concern is to find the centerfold. Although he may pay no attention to the ad at first, his subconscious is working its will. Common "Joe's" subconscious is telling him that he needs to subscribe to Playboy or at least buy another issue. More than likely the reader will be influenced by

Once you sit down and really read the message, you realize Playboy is telling you, "This is almost your lifestyle. Here are your (to each his own ad) social concepts. Get an edge on them by reading Playboy." Each written component is supported by a different number of statistics, all of which are recent and cited by a semiannual report called the MRI. Statistics work well if there is proof of a cause; unfortunately Playboy does not provide the proof that 2.3 million art spectators observe art because they read Playboy. As far as persuasion is concerned, the written component is solid at the crust, but dig a little deeper and becomes liquid at the core. So now Playboy has hit you with its one- two punch. You are stumbling a bit and feeling a little confused but that will be the extent of it. It is a shame for Playboy that they do not throw the third punch, Ethos. Establishing credit could have changed the outcome of this match. Using this style of self advertisement and visual appeal (Pathos), Playboy may sell magazines to men. With this style of advertisement and using written appeal (Logos),they may sell magazines to men. But, they will never sell to their full potential without establishing creditability (Ethos). Playboy magazine has discovered ways to appeal to certain audiences using these full page ads. Using little effort they draw in the crowd they want, plead to the crowds saliency with their depicted social concept, and hope in return for establishing some sort of bond, a potential buyer. If ones social concepts are very strong, to the point that it runs his whole life, that person is extremely susceptible to give in to Playboys message. On the other hand, if ones social concepts are not domineering, he should be able to see through the emotional appeals and statistical persuasion and realize, "It is just a cheap ad to get me to buy this magazine. Anyway, I don't see a picture of Bill Clinton reading it." So what sort of man reads Playboy? From a personal standpoint I think viewer discretion is advised.

To every message there is a sender, and in this case it is one of the top ten men's entertainment magazines, Playboy. Service provided from this magazine is visual entertainment for open minded, mature adults. By far, Playboy magazine has been one of Americas forerunners in contributing to this countries social and cultural attitudes. Countless men have turned the pages of this publication; whether it be for the commentaries and articles or for t

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Approximate Word count = 1687
Approximate Pages = 7 (250 words per page double spaced)