... issue of Cosmopolitan magazine. . The FCUK advertisement uses amusing word play; at first glance it looks like 'FUCK'. The use of what appears to be a swear word has the effect of grabbing the readers' attention. This word play is used effectively to get the message across that the product is simple and quick to use 'FCUK grooming'; this advertisement is aimed at men who want to smell and look good without spending too much time in the bathroom. The use of such potentially inflammatory word play also gets the message across that this product is suited to a fun-loving, laid back kind of man; the kind of man who wouldn't be offended by such language. 'Grooming' is something that we associate with women; this advertisement gives the impression that this is a very masculine product. The impression I got from my second advert was that the product is aimed ...

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