Society's idea of an appealing advertisement that has potential to be successful includes, provocative and sexist images that are considered extremely controversial. In most advertisements women and/ or men who seem to be "perfectly sculpted", and usually half-naked, are always showing off some new product as if they are trying to "seduce" the viewers into investing in the product. Male and females are objectified through advertisements by society's idea of what an appealing ad campaign is. In this Tom Ford glasses ad campaign, one would not suspect that it was made to sell glasses, because of what the ad depicts. Industries will most likely always try to incorporate sexuality in ad campaigns no matter what they are trying to sell, because in today's society, sex sells over everything. It is in society's and the advertisement industry's eyes that they believe women and men in fact enjoy being objectified.

The layout of the Tom Ford ad displays various color and line styles that put emphasis on the male and female to make them look attractive and give a sexual feeling to the advertisement. The plain, white background allows the viewer to focus purely on the male and female in the picture, with no other distractions. The male is wearing a dark suit, and he also has very structured facial features. His jaw line is distinct and his eyes are a piercing blue. Once the viewer is aware the ad is a campaign for glasses, it is clear that the male advertising the glasses, and the way they are placed on his face with his eyes "staring" at you, seem to make it more personal, as if he is looking directly at you saying "buy these" in a seductive way. The women in the ad has very distinct tan lines on her chest, which draw the viewers attention to there, and strongly emphasizes her chest. The way the women's eye make up is done is also an attention grabber; the dark color on her eyes suggests a darker, seductive feeling, as opposed to lighter colors. The lines and color choices in this ad make it easy for the viewer to see how Tom Ford is trying to "sell sex", but it is not as clear to see that the ad is indeed for glasses. In research at the University of Georgia, Tom Reichert said that, "Sex sells because it attracts attention. People are hard-wired to notice sexually relevant information, so ads with sexual content get noticed" (Mulvey, Jeanette). 

Dominance is also a common theme in many advertisements, giving men the apparent power in the ad. In the Tom Ford ad, the male is shown being dominant over the female, because it appears that she is doing what he told her, combing his hair. The facial expression the man is displaying is one that seems to give the impression that he knows he has power and is enjoying every bit of it. The woman's facial expression doesn't reveal much, she doesn't look happy or upset, however her dark eye make up conceal the potential expression in her eyes. This ad could be seen as the women is a servant to the man, doing as he pleases, while being naked on top of that. This theme of dominance also depicts the woman having less social power then the man, and power in general. With other advertisements, the man has been shown to being dominated by a woman; it all depends on what gender the company wants to target. Say the company wants to attract women to their product, they would show a thin, sexy women who could be dominating a man, and vice versa if men are the target for the product. It as if the advertisement business believes that within a certain ad either the men or women like to be dominated and controlled, and look as if they "come with the product itself".   

Within almost any ad campaign, the attractiveness of the people in the ad is very obvious. Both the man and woman in the ad are attractive, and appear to be in good shape. The woman is thin, tan and appears to be tall. The man is slender, well dressed, and has appealing facial features. Advertisements hardly show overweight men and/or women, who aren't somewhat attractive because all in all, society thinks the ideal look is fit, and attractive. The majority of people would choose a product with attractive people doing something raunchy, opposed to unattractive people doing something unexciting. No matter who the person is, if they see a product being advertised by an attractive woman or man, or both, they will be more inclined to look into purchasing that product because of the desire deep down to be like the attractive people in the ad. Companies believe that in order for a product to be successful, it must be "appealing" to the majority of society, which basically means it has to be attractive to the eye literally and figuratively. 

This Tom Ford advertisement accurately depicts how society thinks the perfect person is skinny and attractive. In order for something to be enticing to the public, it must be displayed in a way to make people want to be like that. This ad is basically saying to viewers, "buy these glasses to have a more perfect look". Instead of simply just advertising a product, companies must objectify men and woman in a sexual way, which ultimately leads to a lot of controversy. 

