The Influence Of Sex And Advertising In Advertising

1344 Words6 Pages
Sex has a distinguished place in culture, it is a constant theme and continues to increase as time goes on. Not only that, but sex has made its mark as an advertising tactic. However, this is not a new proposition. Sex in advertising emerged many decades ago and continues to claim its place. This presents a critical question. Does sex as an advertising tool sell? Research shows that sexual appeals in advertising leaves a negative impression. Sex does not seem to be the optimal selling tactic. On the other hand, research has also found that sex does, in fact, sell by its stimulating and arousing effect. There are important factors to examine such as; audience, where sex is implemented, how it affects brand recall, how advertising works, it's relevancy, and how it is used. Regardless if sex sells or not, it continues to remain a highlighted concept in advertising and culture.
Sex has been implemented as an advertising tactic for a long time. For example, in the 1910s an ad from Ivory Soap displayed naked sailors soaped up, waiting for a friend to hose them down (Smith, 2017.) Sexual themes have not let up since then. Sorrow (2012) notes a study constructed by Tom Reichert where he found that from 1983 to 2003, the rate of sexual ads increased from 15 percent to 27 percent. Smith (2017) examines a recent ad by Calvin Klein that depicts an orgy. However, regarding this ad, outrage broke out. This brings up the idea that sex does not sell. If sexual ads are creating a negative
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