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In this ad the relative advantage shows how great sex can be with a condom on. You can still do everything you do with a condom that you can do without, but better yet it’s safe. In today’s world condoms are a must if you are sexually active. What I like about this ad is that their adopter category is the innovators. The reason for this is Durex is showing how wild sex and the use of Durex condoms work perfectly together. This ad's relative advantage is having thin and ribbed for mutual stimulation for both sexes. Compared to other Condoms that are thick people have said that thinner condoms are better wear you feel like your not using a condom and are free. Where as thicker condoms you lose feeling. The Compatibility is like mentioned

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