Erotic Appeals in Advertising Jameson L. Hayes. What is Sex in Advertising?

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Presentation transcript:

Erotic Appeals in Advertising Jameson L. Hayes

What is Sex in Advertising?

SEX IN ADVERTISING?

What percentage of ads contain sex? 28% of magazine ads contain sex appeals, 18% of network TV ads

What is Sex in Advertising? The use of sexual appeals in mediated promotional messages with the persuasive purpose of selling branded goods Sex appeals= sex-related promises or benefits

Sexual Info in Ads Model Display/Dress Sexual Behavior Sexual Referents Subliminal

Sexual Referents: Double Entendre

Sexual Referents: Innuendo

Subliminal Messages

Yeah, but does this stuff actually sell stuff?

Sex as a Selling Message “Buy this, get this”: Sex-related benefit

Branding: Abercrombie & Fitch Lifestyle Brand A & F Quarterly 36 to over 500 stores “Cool-great looking guys attract cool, great looking girls who attract…” -CEO

Branding: Victoria’s Secret “Glamorous, Sophisticated Sexuality” No “sluttish sex appeal” Huge Ad Budget Other Promotional Efforts

Branding: Calvin Klein “When advertising gets publicity, its like free advertising, and there’s nothing wrong with that.” Brooke Shields Mark Wahlberg

Why does it work?

When is it Most Effective?

Model of Congruence ExpectedUnexpected Relevant ER Intimates UR Ice Cream Irrelevent EI Automotive UI Vacuum

And then there is Go Daddy?

To whom does sex sell? A. Mostly Male B. Mostly Females C. Both equally D. Neither

Who Sex Appeals Target 28% mags/ 18% TV 28% toward women 25% toward men Different Types of Appeals

Gender and Sex in Advertising Inherent bias of advertising Men: Biological Criteria Women: Biological + Societal Criteria Money, Power, Prestige, etc. The Romance Appeal

Maslow’s Hierarchy

Young Audiences

“Killing Us Softly” by Jean Kilbourne

Soooo what to we do?

Ethical Questions: Should advertisers be allowed to take advantage of our innate sexual tendencies to sell their products to us? What effects does sexualized advertising have on women, children, and men?

Questions?

Other Examples McDonald’s Pepsi

Other Examples: