Along with the IT development and globalization, the sexual revolution took place. About 50 years ago the word sex publicly was used only in terms of gender. The movies did not contain sexual images of any kind. However, business people came to realize that sex content helps to sell products. Now, almost every advertisement contains sex or is sexually oriented. “Sex sells”.
This essay will look how marketers use sex. It will discuss how the
sexual imagery is communicated to its receivers and how the imagery
gives us the desire to buy. It will also consider the ethics involved
with the use of such imagery
The use of sexual imagery to sell products is very frequent. However to understand why it is used
so often, we must first look at the actual communication process
itself.
All marketers and advertisers have to assess how they are going to put
across their message and to which media. Each form of media the
marketers use can provide an advantage and disadvantage in terms of
their target audience. For example noise in the commutation process
may affect the actual way in which the message is put across and to
whom. The intended receiver maybe on the phone or in a conversion with
another person whilst the marketer’s message is being shown on
television. However a press advertisement may have similar problem as
advertisements may go unnoticed due to the competitiveness of
editorials. So the choice of media is important
It is wise for company to encode a good solid message that will go
along with what is expected. Although a change from the norm is
sometimes needed.
The most important part of the communication process is the “decoding”
of the message. How the receiver decode the message is very important
to their views and feedback. However it is important for the marketer
to realize that each person will decode it differently. Lets take for
example the lynx adverts of the late 90’s. This has men attracting the
opposite sex very successfully whilst they are wearing this product.
This advert to men may appeal. Yet to some men and mainly women they
may see it as just a cheap brand of perfume that certainly wouldn’t
attract.
The same would go for a company who makes unrealistic claims. Lets
take for example “The most successful ever hair replacement treatment”
maybe accepted by a few receivers but not by others.
This is the same for all adverts television program, movies and in
fact many situations in life. So it is not only considered when using
sex in adverts. However as sexual imagery is an issue that attracts
more attention than other styles of ads the company must consider more
what it is showing to its receivers e.g. older generations are not to
fond of use of sex to sell. If they are targeting older people then it
is not wise, as it will possibly get negative feedback.
“Sex is a get way to get attention. It rarely fails as an attention
getter. It’s a sure bet and a great way of getting through the clutter
of advertisements. It plays on the most coercive emotions of all”
Clearly from this statement we can see that the marketers feel that in
today’s ever-competitive environment of advertising. With this
statement in hand it appears that advertisers have a very good tool in
which to sell their products. Certainly we have seen a higher profile
of more seductive advertising over the past few years. Although
researchers say not so much in terms of quantity but more in its
directness.
The use sexual imagery by advertisers is a great way of getting not
only attention but also into its receiver’s minds. Lets take for
example the average man in the street, most will either have girl
friends, wife’s or be single young men looking for female attention.
We can see there are two key sections here that advertisers can
exploit.
Most men can satisfy their sexual needs with their girlfriends
or wife’s, however sexual imagery tries to satisfy their erotic
fantasies. The imagery is likely to show wonderful looking women in
amazing places doing amazing things something that most couples could
only dream of. These images allow the receiver to connect that product
with the images of fantasy they have just seen. With these images in
mind the product advertised will at worse be remembered but at best
hopefully purchased or desired. And now with changes in culture over
the past 3 decades advertisements are also doing this to women. Take
for example the coca cola advert this has a hunky young man that the
women come to see at 11.30am everyday as he works.
This clearly plays on the young ladies fantasy of finely toned,
smooth, good looking men, when is it common that they will go home to
an average looking slightly over weight husband or boyfriend.
Although it is nice for us all to see these sexual images as a fantasy
that the marketer is creating to sell its product it can actually
cause problems.
The use of slim beautiful women to sell low fat foods to people can be
harmful. Women may feel the advertisement will make them look like
this when in fact it may not. It is making people follow false dreams
or hurting themselves.
The article was produced by the member of masterpapers.com.
Sharon White is a senior writer and writers consultant at term papers. Get some useful tips for thesis and buy term papers .
Tags: article submission, articles, email, email marketing, email newsletter, ezine, publishing, writers, writing