Sex in advertising
Encyclopedia
Sex in advertising or sex sells is the use of sexual or erotic imagery (also called "sex appeal") in advertising
to draw interest to a particular product
, for purpose of sale
. A feature of sex in advertising is that the imagery used, such as that of a pretty woman, typically has no connection to the product being advertised. The purpose of the imagery is to attract the attention of the potential customer or user. The type of imagery that may be used is very broad, and would include nudity
, cheesecake
, and beefcake
, even if it is often only suggestively sexual.
Sex has been utilized in advertising since its beginning. The earliest forms are wood carvings and illustrations of attractive women (often unclothed from the waist up) adorned posters, signs, and ads for saloons, tonics, and tobacco. In several notable cases, sex in advertising has been claimed as the reason for increased consumer interest and sales. The earliest known use of sex in advertising is by the Pearl Tobacco brand in 1871, which featured a naked maiden on the package cover. In 1885, W. Duke & Sons inserted trading cards into cigarette packs that featured sexually provocative starlets. Duke grew to become the leading cigarette brand by 1890 (Porter, 1971). Woodbury's Facial Soap, a woman's beauty bar, was almost discontinued in 1910. The soap's sales decline was reversed, however, with ads containing images of romantic couples and promises of love and intimacy for those using the brand (Account Histories, 1926). Jovan Musk Oil, introduced in 1971, was promoted with sexual entendre and descriptions of the fragrance's sexual attraction properties. As a result, Jovane, Inc.'s revenue grew from $1.5 million in 1971 to $77 million by 1978 (Sloan & Millman, 1979).
The use of sex in advertising can be highly overt or extremely subtle. It ranges from relatively explicit displays of sexual acts, to the use of basic cosmetics
to enhance attractive features.
Over the past two decades, the use of increasingly explicit sexual imagery in consumer-oriented print advertising has become almost commonplace. Sexuality
is considered one of the most powerful tools of marketing
and particularly advertising
. Post-advertising sales response studies have shown it can be very effective for attracting immediate interest, holding that interest, and, in the context of that interest, introducing a product that somehow correlates with that interest.
Gallup & Robinson, an advertising
and marketing research
firm, has reported that in more than 50 years of testing advertising effectiveness, it has found the use of the erotic
to be a significantly above-average technique in communicating with the marketplace, "...although one of the more dangerous for the advertiser. Weighted down with taboos and volatile attitudes, sex is a Code Red advertising technique ... handle with care ... seller beware; all of which makes it even more intriguing." This research has led to the popular idea that "sex sells".
In contemporary mainstream consumer advertising (e.g., magazines, network and cable television), sex is present in promotional messages for a wide range of branded goods. Ads feature provocative images of well-defined women (and men) in revealing outfits and postures selling clothing, alcohol, beauty products, and fragrances. Advertisers such as Calvin Klein, Victoria's Secret, and Pepsi use these images to cultivate a ubiquitous sex-tinged media presence. Also, sexual information is used to promote mainstream products not traditionally associated with sex. For example, the Dallas Opera recent reversal of declining ticket sales has been attributed to the marketing of the more lascivious parts of its performances (Chism, 1999).
and that experience in marketing has been that sexuality sells products. From a marketing point of view, sexuality can have biological, emotional/physical or spiritual aspects. The biological aspect of sexuality refers to the reproductive mechanism as well as the basic biological drive that exists in all species, which is hormonally controlled. The emotional or physical aspect of sexuality refers to the bond that exists between individuals, and is expressed through profound feelings or physical manifestations of emotions of love, trust, and caring. There is also a spiritual aspect of sexuality of an individual or as a connection with others. Advertisers may and do use the various aspects of sexuality in advertisements.
When sexuality is used in advertising, certain values and attitudes towards sex are necessarily 'sold' along with a product. In advertising terms, this is called "the concept". The message may be that "innocence is sexy" (as used by Calvin Klein when it uses young people in provocative poses), or that link pain and violence with sexiness and glamour (as used by Versace), or that women enjoy being dominated, or that women come with a product (e.g. in the advertisement for Budweiser Beer), or that the use of a certain product is naughty but legal, or that use of a certain product will make the user more attractive to the opposite sex, and many other messages.
Historically, advertising has used women in erotic roles and poses more often than men. However, in recent years young men have increasingly been used in a similar manner, though women continue to be depicted in sexualized roles disproportionately. The use of female models in such roles is believed to attract the attention of potential male customers; however, ironically, research shows that most major purchases are made by women.
When couples are used in an advertisement, the sex-roles played by each also sends out messages. The interaction of the couple may send out a message of relative dominance and power, and may stereotype the roles of one or both partners. Usually the message would be very subtle, and sometimes advertisements attract interest by changing stereotypical roles.
often consider it obscene
. Some feminists and masculists claim it reinforces sexism
by objectifying the individual. Increasingly, this argument has been complicated by growing use of androgynous
and homoerotic themes in marketing. Calvin Klein
has been at the forefront of this movement, having himself declared -
Calvin Klein's first controversial jeans advertisement was when a 15 year old Brooke Shields
, in Calvin Klein jeans, remarks -
Later in 1995 Klein's advertising campaign showed teenage models in provocative poses wearing Calvin Klein underwear and jeans. The ads were withdrawn when parents and child welfare groups threatened to protest and Hudson stores did not want their stores associated with the ads. It was reported that the Justice Department was investigating the ad campaign for possible violations of federal child pornography and exploitation laws.
In recent years ads for jeans
, perfume
s and many other products have featured provocative images that were designed to elicit sexual responses from as large a cross section of the population as possible, to shock by their ambivalence, or to appeal to repressed sexual desires, which are thought to carry a stronger emotional load. Increased tolerance, more tempered censorship, emancipatory developments and increasing buying power of previously neglected appreciative target groups in rich markets (mainly in the west) have led to a marked increase in the share of attractive flesh 'on display'.
published a list of Top 100 most effective advertising of the century, out of the 100, only 8 involved use of sex.
Unruly Media's viral video tracker lists the Top-20 most viewed car commercial viral videos. Only 1 uses sex, while the No.1 spot was held by VW's "The Force" ad. The overall top-spot (across all product segments), was held by VW's "Fun Theory" campaign, the most viewed viral video as of October 2011.
Many consumers and professionals are very aware that sex is an effective tool for selling but this question should be asked, "Does it work?" As many think, sex is used to grab a viewer's attention but this is a short term success. It doesn't affects the consumer's buying action. Some of the viewer doesn't even remember the brand. Using sex in advertising depends on the product.
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
to draw interest to a particular product
Product (business)
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
, for purpose of sale
Sales
A sale is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....
. A feature of sex in advertising is that the imagery used, such as that of a pretty woman, typically has no connection to the product being advertised. The purpose of the imagery is to attract the attention of the potential customer or user. The type of imagery that may be used is very broad, and would include nudity
Nudity
Nudity is the state of wearing no clothing. The wearing of clothing is exclusively a human characteristic. The amount of clothing worn depends on functional considerations and social considerations...
, cheesecake
Pin-up girl
A pin-up girl, also known as a pin-up model, is a model whose mass-produced pictures see wide appeal as popular culture. Pin-ups are intended for informal display, e.g. meant to be "pinned-up" on a wall...
, and beefcake
Beefcake
Beefcake is a term denoting the use of nude or semi-nude male bodies. It can refer to a genre or a person. It often is used to denote male sexual attractiveness stemming from physical build but the definition has expanded to include anyone interested in physical fitness, bodybuilding and weight...
, even if it is often only suggestively sexual.
History
The use of sex in advertising can be highly overt or extremely subtle. It ranges from relatively explicit displays of sexual acts, to the use of basic cosmetics
Cosmetics
Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and...
to enhance attractive features.
Over the past two decades, the use of increasingly explicit sexual imagery in consumer-oriented print advertising has become almost commonplace. Sexuality
Human sexuality
Human sexuality is the awareness of gender differences, and the capacity to have erotic experiences and responses. Human sexuality can also be described as the way someone is sexually attracted to another person whether it is to opposite sexes , to the same sex , to either sexes , or not being...
is considered one of the most powerful tools of marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
and particularly advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
. Post-advertising sales response studies have shown it can be very effective for attracting immediate interest, holding that interest, and, in the context of that interest, introducing a product that somehow correlates with that interest.
Gallup & Robinson, an advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
and marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
firm, has reported that in more than 50 years of testing advertising effectiveness, it has found the use of the erotic
Eroticism
Eroticism is generally understood to refer to a state of sexual arousal or anticipation of such – an insistent sexual impulse, desire, or pattern of thoughts, as well as a philosophical contemplation concerning the aesthetics of sexual desire, sensuality and romantic love...
to be a significantly above-average technique in communicating with the marketplace, "...although one of the more dangerous for the advertiser. Weighted down with taboos and volatile attitudes, sex is a Code Red advertising technique ... handle with care ... seller beware; all of which makes it even more intriguing." This research has led to the popular idea that "sex sells".
In contemporary mainstream consumer advertising (e.g., magazines, network and cable television), sex is present in promotional messages for a wide range of branded goods. Ads feature provocative images of well-defined women (and men) in revealing outfits and postures selling clothing, alcohol, beauty products, and fragrances. Advertisers such as Calvin Klein, Victoria's Secret, and Pepsi use these images to cultivate a ubiquitous sex-tinged media presence. Also, sexual information is used to promote mainstream products not traditionally associated with sex. For example, the Dallas Opera recent reversal of declining ticket sales has been attributed to the marketing of the more lascivious parts of its performances (Chism, 1999).
The concept
Sex in advertising builds on the premise that people are curious about sexualityHuman sexuality
Human sexuality is the awareness of gender differences, and the capacity to have erotic experiences and responses. Human sexuality can also be described as the way someone is sexually attracted to another person whether it is to opposite sexes , to the same sex , to either sexes , or not being...
and that experience in marketing has been that sexuality sells products. From a marketing point of view, sexuality can have biological, emotional/physical or spiritual aspects. The biological aspect of sexuality refers to the reproductive mechanism as well as the basic biological drive that exists in all species, which is hormonally controlled. The emotional or physical aspect of sexuality refers to the bond that exists between individuals, and is expressed through profound feelings or physical manifestations of emotions of love, trust, and caring. There is also a spiritual aspect of sexuality of an individual or as a connection with others. Advertisers may and do use the various aspects of sexuality in advertisements.
When sexuality is used in advertising, certain values and attitudes towards sex are necessarily 'sold' along with a product. In advertising terms, this is called "the concept". The message may be that "innocence is sexy" (as used by Calvin Klein when it uses young people in provocative poses), or that link pain and violence with sexiness and glamour (as used by Versace), or that women enjoy being dominated, or that women come with a product (e.g. in the advertisement for Budweiser Beer), or that the use of a certain product is naughty but legal, or that use of a certain product will make the user more attractive to the opposite sex, and many other messages.
Historically, advertising has used women in erotic roles and poses more often than men. However, in recent years young men have increasingly been used in a similar manner, though women continue to be depicted in sexualized roles disproportionately. The use of female models in such roles is believed to attract the attention of potential male customers; however, ironically, research shows that most major purchases are made by women.
When couples are used in an advertisement, the sex-roles played by each also sends out messages. The interaction of the couple may send out a message of relative dominance and power, and may stereotype the roles of one or both partners. Usually the message would be very subtle, and sometimes advertisements attract interest by changing stereotypical roles.
Criticism
Use of sexual imagery in advertising has been criticized on various grounds. Religious ConservativesConservatism
Conservatism is a political and social philosophy that promotes the maintenance of traditional institutions and supports, at the most, minimal and gradual change in society. Some conservatives seek to preserve things as they are, emphasizing stability and continuity, while others oppose modernism...
often consider it obscene
Obscenity
An obscenity is any statement or act which strongly offends the prevalent morality of the time, is a profanity, or is otherwise taboo, indecent, abhorrent, or disgusting, or is especially inauspicious...
. Some feminists and masculists claim it reinforces sexism
Sexism
Sexism, also known as gender discrimination or sex discrimination, is the application of the belief or attitude that there are characteristics implicit to one's gender that indirectly affect one's abilities in unrelated areas...
by objectifying the individual. Increasingly, this argument has been complicated by growing use of androgynous
Androgyny
Androgyny is a term derived from the Greek words ανήρ, stem ανδρ- and γυνή , referring to the combination of masculine and feminine characteristics...
and homoerotic themes in marketing. Calvin Klein
Calvin Klein
Calvin Richard Klein is an American fashion designer who launched the company that would later become Calvin Klein Inc. in 1968. In addition to clothing, Klein has also given his name to a range of perfumes, watches, and jewelry....
has been at the forefront of this movement, having himself declared -
- "Jeans are about sex. The abundance of bare flesh is the last gasp of advertisers trying to give redundant products a new identity."
Calvin Klein's first controversial jeans advertisement was when a 15 year old Brooke Shields
Brooke Shields
Brooke Christa Shields is an American actress and model. Some of her better-known movies include Pretty Baby and The Blue Lagoon, as well as TV shows such as Suddenly Susan, That '70s Show and Lipstick Jungle....
, in Calvin Klein jeans, remarks -
- "Want to know what gets between me and my Calvin's? Nothing."
Later in 1995 Klein's advertising campaign showed teenage models in provocative poses wearing Calvin Klein underwear and jeans. The ads were withdrawn when parents and child welfare groups threatened to protest and Hudson stores did not want their stores associated with the ads. It was reported that the Justice Department was investigating the ad campaign for possible violations of federal child pornography and exploitation laws.
In recent years ads for jeans
Jeans
Jeans are trousers made from denim. Some of the earliest American blue jeans were made by Jacob Davis, Calvin Rogers, and Levi Strauss in 1873. Starting in the 1950s, jeans, originally designed for cowboys, became popular among teenagers. Historic brands include Levi's, Lee, and Wrangler...
, perfume
Perfume
Perfume is a mixture of fragrant essential oils and/or aroma compounds, fixatives, and solvents used to give the human body, animals, objects, and living spaces "a pleasant scent"...
s and many other products have featured provocative images that were designed to elicit sexual responses from as large a cross section of the population as possible, to shock by their ambivalence, or to appeal to repressed sexual desires, which are thought to carry a stronger emotional load. Increased tolerance, more tempered censorship, emancipatory developments and increasing buying power of previously neglected appreciative target groups in rich markets (mainly in the west) have led to a marked increase in the share of attractive flesh 'on display'.
Effectiveness
Ad AgeAdvertising Age
Advertising Age is a magazine, delivering news, analysis and data on marketing and media. The magazine was started as a broadsheet newspaper in Chicago in 1930...
published a list of Top 100 most effective advertising of the century, out of the 100, only 8 involved use of sex.
Unruly Media's viral video tracker lists the Top-20 most viewed car commercial viral videos. Only 1 uses sex, while the No.1 spot was held by VW's "The Force" ad. The overall top-spot (across all product segments), was held by VW's "Fun Theory" campaign, the most viewed viral video as of October 2011.
Many consumers and professionals are very aware that sex is an effective tool for selling but this question should be asked, "Does it work?" As many think, sex is used to grab a viewer's attention but this is a short term success. It doesn't affects the consumer's buying action. Some of the viewer doesn't even remember the brand. Using sex in advertising depends on the product.
See also
- AdvertisingAdvertisingAdvertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
- Body imageBody imageBody image refers to a person's perception of the aesthetics and sexual attractiveness of their own body. The phrase body image was first coined by the Austrian neurologist and psychoanalyst Paul Schilder in his masterpiece The Image and Appearance of the Human Body...
- Family in advertisingFamily in advertisingThe image of the Family in advertising has become a prominent symbol in advertising since the industrial revolution and is often used in marketing campaigns to increase profits. Sociologists have viewed such advertisements as both marketing messages, as well as ways in which behavior and attitudes...
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- PromotionPromotion (marketing)Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....
- Sexual objectificationSexual objectificationSexual objectification refers to the practice of regarding or treating another person merely as an instrument towards one's sexual pleasure, and a sex object is a person who is regarded simply as an object of sexual gratification or who is sexually attractive...