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posted on: 6/11/2012 12:02:39 AM EST
Is "SEX" an acceptable marketing tool??


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Is “SEX” an acceptable marketing tool??

Sex has been utilized in advertising since its beginning. The earliest forms are wood carvings and illustrations of attractive women (often unclothed from the waist up) adorned posters, signs, and ads for saloons, tonics, and tobacco. In several notable cases, sex in advertising has been claimed as the reason for increased consumer interest and sales. The earliest known use of sex in advertising is by the Pearl Tobacco brand in 1871, which featured a naked maiden on the package cover.

Truth be told, the future of mankind is dependant upon sex. Globally, we are all united in this commonality, thus creating the largest demographic in the world. There’s no denying that, we as humans, are a product of sex. Everyone can relate to sex and whether we chose to acknowledge it or not, it is evident that sex in advertising has certainly impacted the consumer in some way or another.

Sex in advertising builds on the premise that people are curious about sexuality and that experience in marketing has been that sexuality sells products.

A good marketer is able to relate his product to sex, primarily to gain the attention of the consumer. Well, that's the whole point right? Generally, the consumer will fail to see the irrelevant correlation between the two leaving the advertisers to herd in their demographic sheep.

From a marketing point of view, the overall impact of sex used to sell can have varied aspects, those being biological, emotional, physical & spiritual. Biologically, sexuality refers to the reproductive mechanism as well as the basic biological drive that exists in all species, which is hormonally controlled. Emotionally or physically, sexuality refers to the bond that exists between individuals, and is expressed through profound feelings or physical manifestations of emotions of love, trust & caring. And spiritually, sexuality refers to an individual in spiritual connection with others. Advertisers may & do use the various aspects of sexuality in their advertisements.

Although most companies use sex as their largest promoter of their products, not all consumers find sex an acceptable marketing tool & the use of sexual imagery has been criticised on various grounds. Religious conservatives often consider it obscene. Some feminists & masculists claim that it reinforces sexism by objectifying the individual. A study of both men & women aged between 34-50 found that the use of sexual imagery in advertising was offensive. However, despite the statistics and the cause for appealing arguments against sex in ads, companies are aware that the profits to be made by incorporating sex into their product, will far out-weigh the losses from those who are insulted by it.

Calvin Klein has been at the forefront of this movement having himself declared that – “Jeans are about sex. The abundance of bare flesh is the last gasp of advertisers trying to give redundant products a new identity”.

So, in that regard, everyone has their own opinion. What is yours? :o)




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Tracey Fenton   325 day(s) ago
Well it's working for them so I guess that's the route they decided to take. Cheers for checking it out Islooo :o)
 
Tracey Fenton   339 day(s) ago
Well it's working for them so I guess that's the route they decided to take. Cheers for checking it out Islooo :o)
 
Tracey Fenton   339 day(s) ago
Your welcome Kathy, thanks for checking it out :o)
 
Islooo Boy   339 day(s) ago
Well I think its already been utilized most of the big business tycon's and majority of Corporate culture is full of proofs
 
Kathy Griffin   339 day(s) ago
great blog article, enjoyed going thru. thanks Tracey Fenton for sharing it...take care
 
Tracey Fenton   339 day(s) ago
Thanks for checking it out Jack. Really appreciate the feedback :o)
 
Jack Albright   341 day(s) ago
Great blog Tracey. I think as long as the consumer is buying, the advertising companies will continue to use sex in every way they can get away with. Do I approve? No, I don't. I think our children are growing up far too fast already. Thanks for sharing Tracey.
 
Tracey Fenton   341 day(s) ago
Yes, you have to wonder in most cases how sex has anything to with the actual product.
 
Don Weathersbee    341 day(s) ago
I too Agree, sex does sell. Who would ever thought that a fast food restaurant would you sex to sell hamburgers? Hardees comes to mind. Some may like the idea, some may not. Sex in ads and commercials are here to stay. Thanks for writing and sharing Tracey. Very interesting subject.
 
Arun Jayakaran   341 day(s) ago
I do not wish to sound chauvinistic but the fact of the matter is that displaying the female body scantily clad and in erotic positions does entice the male buyer and advertising companies will continue to exploit this forever.
 
Terrie Campbell   341 day(s) ago
It's a shame but sex sells.
 
Tracey Fenton   341 day(s) ago
So true Marian. Perpetuating stereotypes definately does a disservice to humanity but unfortunately, it is a stereotypical world we live in. Thanks so much for your view on this :o)
 
Tracey Fenton   341 day(s) ago
Loving all the feedback. Thanks guys :o)
 
Stan Sulkowski   341 day(s) ago
Well written and with very accurate observations we often overlook. No doubt about it....sex does sell, whether you admit it or not.
 
Marian Gurowicz    341 day(s) ago
Funny you should ask that question this morning. My 16-year old daughter and I were up till 3:30 this morning finalizing her English paper on "How Advertising Perpetuates Racial Stereotypes." Most of the resources included sexual stereotyping. Whether in print, audio, on TV or computer, by perpetuating stereotypes the industry does a disservice to humanity.
 
Gabriel Dixon   341 day(s) ago
hmm very interesting blog!
 
Ally Stewart   341 day(s) ago
I am neither for or against it so long as it is done in a nice way.
 
Patricia Juhrend   341 day(s) ago
I think advertising especially on TV is overrated and overpriced. Now with DVR's and other recording devises most people don't even view the commercials. They FF through them or walk out of the room to go to the bathroom or kitchen!
 
Shekhar Bhardwaj   341 day(s) ago
Excellent Blog!! I like it..
 
Tracey Fenton   341 day(s) ago
Great opinion Anne, thanks for stopping in :o)
 
Anne Long   341 day(s) ago
my opinion is... whatever works!
 
Tracey Fenton   341 day(s) ago
Thanks for stopping by Ralf, appreciate the feedback! :o)
 
ralf dooley   341 day(s) ago
Sex is what it is. Used in many forms and is aways used in advertising any kind of form.
 
Tracey Fenton   341 day(s) ago
Thats right Ralf, there's no doubt that sex is prominent in advertising & there's no hope of that ever changing in the near or distant future. As long as it's done tastefully & respectfully within the boundaries then I guess it just is what it is & we as the consumer have to learn to accept it.
 
Ralf Armin-Grimm   341 day(s) ago
Hi Tracey it is very true that sex sells in many forms of business. Worldwide it has been proven to increase sales plenty fold, I believe that wont change in the near future
 
Tracey Fenton   341 day(s) ago
Thank you for checking it out Obom. Continued success to you :o)
 
Tracey Fenton   341 day(s) ago
Thank you Paul, it is a sad but true fact however, I do sit on both sides of the fence. I'm neither for it nor against it. I wouldn't use it to market a product myself but I do feel that if you were to use it, you'd be pertaining to a particular consumer & when it comes to making a sale, you would care less who they were as long as you were able to make a sale. Sad but true.
 
Ron Kaiser    341 day(s) ago
Thanks for sharing this with us Tracy. Sex is being used more and more today in ads, even for TV shows. It is what it is! Much success!
 
OBOM BOWEN   341 day(s) ago
Wow that was incredible i agree with you and it was also just very Educational.
 
Paul Newman   341 day(s) ago
I agree with your blog. It´s sad to see almost 30% of advertisement involves some form of sex. It surely let´s us know what type of world were living in. To your success Tracey!!
 
Tracey Fenton   341 day(s) ago
Thanks for checking it out James :o)
 
Tracey Fenton   341 day(s) ago
I really appreciate everyone keeping an open mind to the topic as we all have varied view points. Deborah & Dawn, I thank you for finally bringing some female light to the discussion. And you pointed out a few very enlightening points Deb on imagery & how the simplest most 'un-sexual' body parts may be seen as sexual.Thank you for checking it out :o)
 
James Lockett    341 day(s) ago
Its something to consider.
 
Dawn Meyers   341 day(s) ago
Wow what a way to liven things up. thanks for having the guts to share this topic. It was a change to read indeed
 
Deborah Howell   341 day(s) ago
Tracey great blog. It has always been said that, sex sells, the thought of, it, the idea of it, if can be connected to it, a leg, a hand, lady a foot, could be seen in a sexual way, and that item will sell. Yes and imagery, you know can look at an empty screen, and somehow that too, with the right background music, or lighting same result. So I think it is just a "mind thing"; and depending how it is depicted determines whether it is acceptable or not.
 
Tracey Fenton   341 day(s) ago
Thanks for your thoughts Dan. Appreciate it :o)
 
Dan Vasau   341 day(s) ago
Interesting blog topic Tracey. It is very true however that sex does sell. There is no shortage of sexually explicit imagery being plastered everywhere for the eye to see! Thanks for sharing
 
Tracey Fenton   341 day(s) ago
Yes Andre, it is a very 'thought-provoking' topic. It is evident in society that sex is everywhere & whether we chose to be manipulated by it or not, is totally up to the consumer. Thanks so much for your feedback :o)
 
Andre Walker   341 day(s) ago
Great post, Tracey, and very thought-provoking. It does make you wonder how much consumers are manipulated by the imagery even when they are unaware. Thanks for sharing.
 
Tracey Fenton   341 day(s) ago
Thanks for checking it out Antwuan :o)
 
Antwuan Mungin   341 day(s) ago
What an interesting topic. Thanks for the information you provided.
 
Tracey Fenton   341 day(s) ago
Very true Ed, thanks for your insight. I appreciate the 2 sides to this discussion as it makes for a very interesting, overall perception on this topic. As taboo as it is (or is it) I am by no means, taking sides. I'm keeping very open-minded about it & love to hear peoples thoughts :o)
 
Tracey Fenton   341 day(s) ago
Exactly Albert, thank you for your feedback. Its a topic that creates its own controversy by touching on the weaknesses of others to sell. And Ronald, no I wouldn't use it to personally promote a product but it's clear that it works. Thanks for your opinions :o)
 
ed Diop   341 day(s) ago
Sexuality is everything! Sex draws attention! Honestly, I think our senses become more alert to sexual triggers that appeal or not to us! Most corporations know and capitalize on this! The recent discovery and use of phermones in perfumes and such is a great example of this. Get use to it!
 
Ronald Lorde   341 day(s) ago
Article is good, but I din't see where you are for or against it. Would you use it?
 
Albert Morin   341 day(s) ago
Oh my :o) great article! Controvercial to say the least! I think that it speaks volumes about humanity as a whole and the degradation of our various societies in which we live. Anything goes in a society that looks the other way or chooses to capitalize on the weaknesses of others!
 
Tracey Fenton   341 day(s) ago
Thank you Ron & no I personally wouldn't use sex to sell or promote a product. The topic came to light while watching TV with my 3yr old & an advertisement selling 'specs' was promoted using a half naked women. The sad truth is that my sons attention had been provoked, no doubt that was the point but it had absolutely no relevance to the product.
 
Ron "Simplified" Myers   341 day(s) ago
We know it is acceptable because advertisers wouldn't be doing it. It sells. These so called "reality shows" are the same way. Look at the people on the show. The only question is will you personally use sex to sell your own product? For me the answer is no. I am looking to be associated with people that accept all people as humans and not based on sex appeal.
 
Tracey Fenton   341 day(s) ago
Thanks Bethany. I appreciate your feedback. Its a taboo topic to touch on but its very apparent :o)
 
Bethany Alberton   341 day(s) ago
In my opinion, I don't know if it's acceptable but it is certainly effective by way of selling. Sex is definately prominent in advertising campaigns world wide. I'm not sure if I find it offensive at all because truth is, at the end of the day, sex sells! Very interesting blog, thanks so much for sharing.
 


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