There are two main reasons, experts say, for the increasing frankness of the language in everyday advertising. One reason is that it reflects the increasing frankness of the American vernacular, as evidenced by the swear words that are uttered by characters in television series and that appear on the covers of mainstream magazines.
The other reason for the trend is the greater efforts being made by marketers to appeal to the younger consumers, in their 20s and 30s, who are known as millennials or Generation Y. Because those consumers are generally more accepting of such language than their parents or grandparents, marketers say they believe that including those words will help the ads appeal to the target audience.
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