Bathtub Symbolism

Cisalis Bathtup SceneEver wonder “Why the bathtubs?” in those Cialis ads? New York Times advertising expert, Stuart Elliot offers this explanation:

“The tubs are symbols of relaxing, taking your time, not hurrying, in that a bath is more relaxing than a shower. They reflected that from the start, Cialis advertising was warmer and gentler than ads for Viagra — more feminine, as it were. Other cues included a color scheme of yellow and pastel green and the name, pronounced ‘See-Alice.’

The differences are meant to underline a basic difference between Cialis and its rivals: while Viagra and Levitra provide a four-hour window during which a man can get and keep an erection, Cialis opens that window to 36 hours.

The continuous presence of women in Cialis ads is a subtle signal that the drug can help them set the pace with their partners, in contrast to the primarily male-driven imagery for Levitra and Viagra. For that reason, Europeans have called Cialis ‘le weekend’ drug. “

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14 Responses to “Bathtub Symbolism”

  • Jim H. says:

    Good explanation. I’ve always thought that they were the dumbest spots on television….ESPECIALLY the bathtub endings. I mean…who the heck sits naked in a bathtub on a hillside watching a sunset…or on a beach as the tide comes in? And would you try making love in an old bathtub! Like I said…..good explanation…but I STILL think they’re the dumbest spots on television.

  • Ta Aton says:

    Nice share dude Thanks

  • Thanks, good article

  • enigma says:

    I’m sorry, but this explanation doesn’t even address the root of the question: why are we talking about bathing, at all? You say that a bath is more relaxing than a shower, and I agree, but why is that relevant to an ad for a product like Cialis? And why SEPARATE tubs? Why not one hot-tub? That would be even MORE relaxing, and make much more sense from the “togetherness” and “fun” angles, too.

    Even if I just accept the explanation as given, I still wonder who it was that came up with the idea for the bathtub visuals, and why. So in my opinion, the answer is incomplete.

  • Mel says:

    I believe that the idea of separate tubs is to convey a sense of frustration and a need to take action, in the viewer. Here is a beautiful woman, who is relaxed and ready, but something is preventing you from connecting. You are in separate tubs. This is a metaphor for the man who is unsure that he will be ready when the time comes. It leaves the man wanting to take action (take Cialis) to prevent being frustrated.

  • nemuritoare says:

    I’m told that in psychology, water subliminally represents sex…. so by being in separate bathtubs, they’re each immersed in their own sexuality with each other.

  • Mike says:

    Weak article. Doesn’t really explain why.

  • Lindy Anderson says:

    I thought it was about washing the stink off!! LOL

  • neesee says:

    I think there are a few reasons for the bathtubs. One, and it’s the most important one, is that when you see those two bathtubs you know exactly what they are selling because it caught your eye the first or second time you saw them. That is what advertising is, calling attention to a product. It’s how the tubs got started. Now, what the ad writer had in mind besides that could be something like baths are sensual so they could be seen as a prelude to sex, and they could also depict relaxation after the fact. It also is completely ridiculous to haul two bathtubs and nice warm water around just in case you get a sudden erection. Or maybe we have been doing it wrong all these years. Anybody up for a bath?

  • elle makeral says:

    Well, they say that if you don’t understand an add then it wasn’t aimed at you.

  • druneric says:

    I’m just relieved I’m not the only person obsessing about these bizarre bathtub images. I get it, but I agree with the person who said it should be a hottub.

  • brenda says:

    i still think its a stupid ad

  • Iarwain says:

    Claw-footed bathtubs. Symbolism: it’s about fixing your OLD PLUMBING! 😉

  • Buzz Brindle says:

    Good point. Happy New Year!

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