Sex in advertising: Common Marketing Troupes

Definition of Sex in Advertising

Sex in advertisement can be defined as the exploitation of some erotic imagery to entice the consumers into buying some product. For as long as we remember, people have been using women to promote their products. Either they are partially clad or they are ‘draped’ around a man just to show how ‘manly’ that product can make you. Mostly commodities like beverages and products which will interest men contain sexy or the better word for it is raunchy images.

Textbooks on Sex in Advertising

Some of the notable textbooks which cover sex in advertising extensively are as follows:

• Sex in Advertising:Perspectives on the Erotic Appeal, Tom Reichert, Jacqueline Lambiase, 2003
• The Erotic History of Advertising by Tom Reichert, 2003.

Examples of Sex in Advertising

Most of the television commercials these days are full of sex in advertising, since gender exploitation is the most popular marketing strategy, which grabs the attention of the audiences worldwide. Thereby, there are endless examples available:

Example 1:

A recent day famous brand which is known for creating the most comfortable jeans on this planet, again an opinion, shows a girl wearing nothing but the jeans. Although shot in the nicest and the most passionate way possible, but this advertisement to some might seem like a good example for sex in the advertisement genre.

Example 2:

Again those body sprays for men require women in skimpy clothes flaunting their love for the man who had applied the product in some part of his body. These products are marketed, by highlighting the male machismo, or the male aggressiveness which attracts the attention of the opposite sex!

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