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Porno-Chic Advertising

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hannah tan

on 17 February 2013

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Transcript of Porno-Chic Advertising

SEX IN ADVERTISING PORNO CHIC ADVERTISING:
• sex in advertising is the use of sexually provocative or erotic imagery, sounds, suggestions, subliminal messages designed to arouse interest in a particular product, service, or brand. SUMMARY Introduction
Definitions
History
Types of Sex in Advertising
Nudity
Sexual Behavior
Physical Attractiveness
Sexual References
Sexual Embeds
The Underlying Mechanics
Does it work?
The benefits of being sexy.
Misuse of sex in advertising
How to Strike a Balance
In practice
Conclusion
References
Porno-Chic Advertising DEFINITIONS
• SEX INFORMATION-thought of sex appeal. defined by Harris (1994) as “any representation that portrays or implies sexual interest, behavior, or motivation” (p. 206),


• ADVERTISING- Advertising is an applied form of persuasion that attempts to inform, position, convince, reinforce, differentiate, and sell products and services. • As such, sexual appeals are persuasive messages integrated with sexual information into an overall message about a brand.

• often integrated within the ad as images, verbal elements, or both. Often, both elements coalesce to create sexual meaning in ads.

• sexual information in ads can be integrated within the message to greater or lesser degrees History Advertisers have used sex to sell their brands since the early days of advertising Customers “flipping” over this 1938 eye-catching direct mail piece were treated to images of nuts, bolts, and ”specialty” fasteners. This 1871 tobacco label served to position the Pearl Tobacco brand.

Many images such as this were used to appeal to men. •Maidenform: Model Sara Dolley was “wanted” in this 1960 Western-style Wanted poster shot by Richard Avedon.


This famous campaign ran from 1949 to 1969. In 1966 Swedish bombshell Gunilla Knutson told men to “Take it off. Take it all off.” Commercials featuring double entendre such as this one became appearing on network television in the 1960s •Guess and Calvin Klein owned sexuality in the 1980s when it came to designer jeans. This ad launched in 1981 Calvin Klein’s line of men’s underwear. Shot leaning against a white-washed church in Santorini, Greece Types of Sex in Advertising In a recent study, participants were asked to think of a sexual ad, and then to identify the characteristics of that ad that made it sexual to them (Reichert & Ramirez, 2000).

Without exception, physical aspects of the people in ads—physiques and revealing clothing—were mentioned most often. Nudity Sexual Behavior Pornography can be defined as “the visual (and sometimes aural) representation of living, moving bodies engaged in explicit…sex acts” (Williams, 1989, p. 30).

While sexual content in mainstream advertising omits the sex act, it does include sexually provocative behavioral displays. Physical Attractiveness According to psychologist David Buss (1994), physical attractiveness among humans is a trait that is central for predicting interpersonal attraction and mate selection. a. In his cross-cultural study, Buss argues that features of physical appearance, including facial beauty and complexion, play a central role in sexual interest and desire. Sexual References : Images and words that refer to sex or that trigger sexual thoughts can also be considered examples of sex in advertising. a.Sexual referents are different from other forms of sexual information because they depend on the receiver to interpret the message in the intended way

b.These suggestive images are less tangible and are more oblique than graphic depictions of nudity or erotic behavior. Sexual Embeds Although sex in advertising is a controversial topic in and of itself, nothing in this area raises more debate than the supposed use of sexual embeds.

Often referred to as subliminal advertising, sexual embeds are defined as referents or forms of sexual representation designed to be perceived subconsciously (Theus, 1994). The Underlying Mechanics BIKINIS IN AUTOMOBILE ADS these women are meant to attract the reader’s attention (borrowed interest) but also serves other purposes.o Influence perceptions about the car’s performance.o Keep them staring at a page long enough to see the car “borrowed interest.” In other words, advertisers attempt to take the interest generated by sexual information and use it to generate interest for their brands.

In a related sense, detractors argue that while sex may stop traffic, it only produces—at best—a one-time sale that won’t build brand value needed to sustain long-term growth. The Premature Pour Does Sex ACTUALLY Sell? • academic research fails to support much of a selling advantage for sex in advertising.• The question is not, “Does it work?”, but “How does it work and in what situations?”
73%, almost three-quarters, of sexual ads in magazines contained a sex-related brand benefit.
Common themes followed the “Buy this, get this” formula. If you buy our product:
(1) You’ll be more sexually attractive,
(2) have more or better sex, or
(3) just feel sexier for your own sake BUT.... • In addition, there are plenty of cases in which sexual positioning strategies have resulted in long-term success. One of those is Calvin Klein. He has successfully imbued his brand’s identity with sexuality.
The Benefits
The Spec-Savers Effect
In 2005, products with Calvin’s name generated at least $1 billion in annual revenue. Victoria’s Secret. With its stable of supermodels clad only in panties and bras,

the company has grown from three boutiques in San Francisco to the most successful and recognizable intimates brand in the United States, if not the world. But the Abuse of Sex in Advertising can also be costly.. American Apparel has again fallen foul of the advertising watchdog with campaigns featuring 'gratuitous' images and the sexualisation of models who appeared to be under 16 years old. many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. How to Strike a Balance • Sexual content in advertising must be appropriate to the product category and have a proper underlying message.
2000: Heineken “its all about the beer” “premature pour” IT WORKED.sales increased 13% in 2002. In Practice Banned Durex Commercial A great example of Sexual Embeds Sex in Advertising: The Good, the bad, and the WTF, "Are you Worried about the right things? " Campaign for Breast Cancer Awareness Stop Slavery
Public Awareness Campaigns against human trafficking. "You'd Better use Vigorin" Nudity Sexual Behavior Sexual References
Ads that tease Just the right amount of skin Sexual Embeds In Conclusion... Sex sells but only when used in good taste. As marketers we must not only think about getting the customer’s attention short term, but also in building brand reputation that will yield long term results. Nothing is ever as it seems. References:
The LifeGuard
Superbowl Ad for Axe, 2013. New Axe Apollo Sex in Advertising. Mark Levit. (2010) retrieved from:http://ezinearticles.com/?Sex-in-Advertising:-Does-it-Sell?&id=14551
Reichert, Tom (2002). Sex in Advertising Research: A Review of Content, Effects, and Functions of Sexual Information in Consumer Advertising. Annual Review of Sex Research, 13, 241-273.
Reichert, Tom (2003). What is Sex in Advertising? Perspectives from Consumer Behavior and Social Science Research. In Tom Reichert and Jacqueline Lambiase (Eds.), Sex in Advertising: Perspectives on the Erotic Appeal (pp. 11-38). Mahwah, NJ: Erlbaum.Reichert, Tom, and Art Ramirez (2000),
“Defining Sexually Oriented Appeals in Advertising: A Grounded Theory Investigation,” in Advances in Consumer Research, Vol. 27, Stephen J. Hoch and Robert J. Meyer, eds. Provo, UT: Association for Consumer Research, 267-273.
PORNO-CHIC ADVERTISING Hannah Tan Drawing the line between sexy advertising, and obscenity.
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