The gap between female and male gender clichés has been evident since the beginning of industrialization. Approaching the modern era, automotive advertising has hardly moved its focus away from its most original and coveted target: men. Even from the moment they arrive into the world, newborns are draped in blue, sent home and decorated with a variety of male clothing, toy cars and other objects suggestive of testosterone. While seemingly sexist, this argument is concrete in its validity. When Karl Benz designed the first practical automobile with an internal combustion engine in 1885, automobiles were generally considered “boys' toys.” In Benz's day, cars were considered only a gentleman's luxury and were to be driven by men who could afford them. Women, at the time, had unfortunately fallen victim to men's belief that operating a car was beyond their physical capabilities. Once cheap automobiles were produced and then advertised in the 1920s, it was no surprise that almost every single advertisement was aimed at men. That said, early advertisements alluded to the subtle masculine characteristics of an automobile, such as the sheer power of the car or a man who captured the attention of female spectators. The use of women in commercials has evolved, and showgirls and models in advertising have become ubiquitous. Automotive advertising campaigns of the past and present were and still are designed to ignite the inner “roar” of men, to stimulate masculinity, and to present women with the idealistic satisfaction of a man capable of driving their vehicles. From childhood to old age, automobiles ignited the engine of the ideal American man and woman, using sex appeal as the main… middle of paper… 1950s. From showroom models to game shows to car-free advertisements featuring stunning models, the use and power of sex appeal as a powerful marketing weapon has only increased since its inception. Although most automotive advertisements that use sex appeal as their primary marketing tool use young women, men are and can also be integral components of the sex appeal tool. Until our society crumbles or our culture finds a way to completely abolish sexuality (ahem, as is likely) sex appeal will remain the most powerful marketing tool applied to car advertising. Works Cited: Ferrari Motors. Announcement. www.ferrari.com December 2005: online, Dodge 1969 Charger. Announcement. www.roadragegraphics.com April 2001: online.BMW: used cars. Announcement. http://blog.easyautosales.com/wp-content/uploads/2008/08/bmw-ad.jpg August 2008: online