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Sex in advertising is the use of sex appeal in advertising to help sell a particular product or service. Sexually appealing imagery may or may not pertain to the product or service in question. Examples of sexually appealing imagery include nudity, pin-up models, and muscular men. Axiom “sex sells” is often said as a shorthand to encapsulate this phenomenon.
In contemporary mainstream advertising (e.g., magazines, online, 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, Dallas Opera’s recent reversal of its declining ticket sales has been attributed to the marketing of the more lascivious parts of its performances.
The use of sex in advertising can be highly overt or extremely subtle and, on some level, subliminal. It ranges from relatively explicit displays of sexual acts and seductive behavior aimed at the viewer, to the use of double-meanings and underlying sexual references. Sex in advertising relies on evolutionary processes and varies in effectiveness depending on the culture and gender of the receiver. The use of sex in advertising has been criticized for its tendency to objectify the female body and emphasizing stereotypes.

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August 21, 2017
August 21, 2017
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