It is basic knowledge to most of us that sex is commonly used to market products. We see and hear it today; on television programs we watch, broadcasted on the radio, and within the catalogs and magazines that we read. We even see suggestive advertisements blown up on billboards. But how long has sexual context been involved in advertisements? The truth is that sex has always been used to help sell goods, going as far back as 1871. Back then, illustrations of naked women and sexual innuendos were used to sell goods such as tobacco products and soap. The increase in sales due to this "sex sells" technique caused more and more companies to adopt and use the strategy. The progression of sex in advertising into the 1950s-70s brought about more subtle references in advertisements. Beginning in the 1980's however, all subtlety was thrown out the window, and advertisement began to become what we know it as today. Entering the 2000s, sexual content in advertising is as obvious and clear as daylight. It's hard to read a magazine or watch a program without seeing sexual content thrown in your face in the form of advertisement. I have attached some examples dating from 1940 to 2005 showing the progression in advertisements that utilize "sex sells."
Seeing as so many companies have been using it, and it seems to withstand the test of time, does sex in advertising really work? The answer is an obvious yes. If it wasn't, why would so many businesses spend money on it? Of course it won't work for every customer. Many people can recognize the thin line that some companies are guilty of crossing with these provocative advertisements. Especially in this time, people are beginning to notice that many of today's advertisements cross this line and therefore they don't want to spend money on the product or service. Advertisements don't always sell products, but rather attract attention to the company producing the ads.
Like it or not sexuality within advertising is here to stay, no doubt. When you think about how todays advertisements would have looked to people in 1871, who knows how graphic future advertisements will look to us?
1. Sexuality in Advertisement- A Brief History of Sexuality in Advertisement http://sexualityinadvertising.wordpress.com/a-brief-history-of-sexuality-in-advertisements/
2. Sex in Advertising- Does sex really sell, and if so, why? By: Paul Suggett http://advertising.about.com/od/advertisingprojects/a/Sex-In-Advertising.htm
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