When asked why Nike has lost its status as the coolest of the cool I was given cryptic answers about Nike being old and boring, a few world wise teens even mentioned Nike's dubious Asian factories as the reason, but what it amounted to was that most didn't really know why Nike was out or whether the fall from favor was temporary or permanent. Many of the teens I spoke to indicated the answer to be no. I spoke to suggested that Nike's ultimate supremacy is just over with no matter what their advertising campaign is. When I showed him a copy of one of the Candie's ads he laughed and made a vulgar comment about Jenny McCarthy and screwing, leading me nicely into my discussion of one of the basic appeals that advertising to adolescents makes, sex. Just flip through any issue of a magazine targeted at adolescents and you will see that sex is just as important a selling proposition in adolescent advertising as it is in advertising as a whole.
Advertisers know that many teens think about sex more than they think about anything else.
If you want to sell them a product all you need to do is imply that they will get sex if they use it. Even such seemingly innocuous products as milk are being advertised to teens with sex. But I know a lot about girls. Gellar plays a scantily clad, super strong, teenage vampire slayer. They are very cleaver and some of consumers favorite ads.