SEX SELLS Sex in advertising is the use of sexual attraction as a tool of persuasion to draw interest to a particular product, for purpose of sale, generally using attractive models.Over the past two decades, the use of increasingly explicit sexual
appeals 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.Further evidence comes from Gallup & Robinson, an advertising and marketing research firm which reports 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".
The use of sex in advertising can be highly overt or extremely
subtle: from relatively explicit displays of sexual acts, down to the
use of basic cosmetics to enhance attractive features. The more subtle end of this spectrum has penetrated all types of media including newscasts, documentaries and even fast-food advertisements.The use is not limited to visual media either: one of the criteria in selecting DJs and announcers is the "sexiness" of their voice.Recent Examples of Sex in Advertising
2000: A controversial Opium Yves St. Laurent
advert featuing Sophie Dahl. The advert was never banned having received 948 (2nd most) complaints in the United States
2001:
YSL ad for "Paris", a women''s perfume. Successful male figure (sleeve
reflected in mirror) flanked by two semi-nude figures. Published in The Economist (London), a publication with a 91% male readership having an average yearly income of US$154,000.
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