Sex in Advertising - The Concept

The Concept

Sex in advertising builds on the premise that people are curious about sexuality and that experience in marketing has been that sexuality sells products. From a marketing point of view, sexuality can have biological, emotional/physical or spiritual aspects. The biological aspect of sexuality refers to the reproductive mechanism as well as the basic biological drive that exists in all species, which is hormonally controlled. The emotional or physical aspect of sexuality refers to the bond that exists between individuals, and is expressed through profound feelings or physical manifestations of emotions of love, trust, and caring. There is also a spiritual aspect of sexuality of an individual or as a connection with others. Advertisers may and do use the various aspects of sexuality in advertisements.

When sexuality is used in advertising, certain values and attitudes towards sex are necessarily 'sold' along with a product. In advertising terms, this is called "the concept". The message may be that "innocence is sexy" (as used by Calvin Klein when it uses young people in provocative poses), or that link pain and violence with sexiness and glamour (as used by Versace), or that women enjoy being dominated, or that women come with a product (e.g. in the advertisement for Budweiser Beer), or that the use of a certain product is naughty but legal, or that use of a certain product will make the user more attractive to the opposite sex, and many other messages.

Historically, advertising has used women in erotic roles and poses more often than men. However, in recent years young men have increasingly been used in a similar manner, though women continue to be depicted in sexualized roles disproportionately. The use of female models in such roles is believed to attract the attention of potential male customers; however, ironically, research shows that most major purchases are made by women.

When couples are used in an advertisement, the sex-roles played by each also sends out messages. The interaction of the couple may send out a message of relative dominance and power, and may stereotype the roles of one or both partners. Usually the message would be very subtle, and sometimes advertisements attract interest by changing stereotypical roles.