sex appeal in advertising

1. Sex in Advertisement

2. Sex sells !
• Taboo
• Creates curiosity
• Shock Value
• Part of culture
• “Sex is a ticket to hell”
“Simply put, sex in advertising is the use of sexually provocative or erotic imagery
(or sounds, suggestions, and subliminal messages) that are specifically designed to
arouse interest in a particular product, service or brand.”

3. Which products are favour usage of sex?
• Deodorants
• Lingerie & under garments
• Fashion Apparel
• Cigarettes

4. History of Sex in advertisement
• First sexual advertisement - Printed in 1871,
Pearl Tobacco company in United States

5. Ads from 1920s

6. Ads from 1960s

7. Ads from 1990s

8. Modern day advertisements

9. Just Women?

10. Use of Sex in Indian Advertisement

11. Does Sex Actually Sells?
• Yes …. And No.
• Popular men's magazines like Maxim and FHM have experimented
often with their covers. Overwhelmingly, when a sexy, semi-naked
woman appears on the cover, it outperforms an image of a male star,
even if that star is someone men want to read about.
• When ads are more sexually provocative, men in particular are
irresistibly drawn to them. It's simple genetics. Men respond to sexual
images. And if your ad creates a sexual situation, it will get the
desired response. However, that doesn't mean it can sell anything.
There has to be context.

12. Sex May Sell... But These Days, Activism Is
Doing a Better Job
Sex may sell. But activism, political messages, and worthy causes are
trumping it (pardon the pun) in every category. The focus has gone
from titillation to something far more serious. Brands are now taking a
stand on immigration, the climate, eco-friendly products, equal pay for
women, racism, sexism, and so much more.
“Remember, we now live in a society that gives people sex and
pornography on demand, at the touch of a button. It's easy to get. So
scantily-clad women in ads are not going to make the social impact
that a hard-hitting political message will. This is the new reality.”

13. The Bottom Line — Use Sex Appropriately
• If you are advertising a male deodorant like Axe (Lynx in the UK) or
lingerie like Victoria's Secret, you'd be a fool to overlook such a strong
selling mechanism. But if you're trying to sell a lawn mower or a new
sofa with nudity and sex, you're doing your product a serious
disservice.
• Yes, you'll get attention. But it's the wrong kind of attention, and
won't lead to a bigger and better brand. Sex, used sparingly and
judicially, is a strong selling tool. Abuse it, and you will ultimately lose
out.