Where it all began
You might think that risqué advertising is a modern-day invention, but it has a long history. As far back as the 1800s, advertisers used illustrations of scantily clad women to create buzz and sell their goods. It seems that sex appeal has always been a powerful tool in the advertising playbook.
"A skin you love to touch"
This cheeky attempt was by a prominent soap manufacturer called Woodbury Soap back in the early 1900s, and they are credited with pioneering the use of sensual imagery in print advertisements. Quite mellow compared to the erotic imagery some brands use these days to sell products, but it caused significant controversies when it first came out — but you know what they say. There's no such thing as bad publicity.
Why does sex have such a powerful appeal?
Let's be honest. We've all fallen victim to the allure of a perfectly styled model staring at us from a billboard. Most of the time, the product would have nothing to do with the imagery, but if it turns heads, it's a winner. Sex sells, and advertisers know it. The psychology behind it is simple. By associating a product with desire and sophistication, advertisers transcend the product from a mere want to a need. The viewers are transported to a fantasy world where owning the product makes them their story's main character.
But clever wordplays, double entendre, and sensual imagery are not just used to get a few chuckles and social media hype. In several studies conducted to understand the effects of sexual advertising on the human mind, it was understood that brands that employ such advertisements have a better brand recall than the ones that use non-sexual advertisements. Humans have an inherent ability to catch on to sexually relevant cues quickly. Our minds are wired to detect and retain sexually suggestive ads without even trying.
Not just that. Sex in advertising acts as an escape from the mundane. Advertisers understand our craving for excitement and adventure in a world filled with routine and monotony. Sex offers a tantalising escape from everyday life with its inherent sensuality and taboo appeal.
The Advantages of Using Sex to Sell
Sex appeal doesn’t always have to be serious. By injecting humorous wordplay and creative concepts, sexual advertisements can be used to sell a boring, everyday product in a funny and sexy way. Associating practical objects with something desirable helps boost the desire to purchase among consumers. Furthermore, when a brand that sells products that have stiff competition on the market, infusing a fun element and sexual imagery helps set the brand apart from the rest.
Risky Business: The Disadvantages
Sexual advertisements have proven to capture viewers' attention, but they also come with their downsides. They often reinforce stereotypes, especially when it comes to women. In most sexual ads, women are objectified and considered inferior to men. Remember those Axe ads? They're the perfect example. They make you think that a spritz of perfume can turn women into a pack of desperate fighters clawing their way to get noticed by men. It's not just harmful; it's a step backwards in the battle for equality.
As consumers, we must consume these advertisements with a critical eye, conscious of their power and potential implications. Understanding this will help us simply appreciate creativity while making informed choices.
Remember what you've learnt here the next time you encounter a steamy ad that excites your senses. From our evolutionary roots to the power of emotional connection, the allure of sex in advertising is a testament to its enduring power. Embrace the intrigue, and enjoy the entertainment, but always stay mindful of the messages and values we want to embrace as empowered consumers.
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