Sexual innuendo has been used in advertising since the dawn of time. But, why? What does a sexy señorita have to do with mouthwash or hamburgers? Enter the infamous phrase: Sex Sells. Does it really? If so, why? Let’s take a deeper look at the ‘science’ that is sexuality in advertising.
Sex in Advertising
First thing’s first: What is sex in advertising? Are we talking about a kinky couple doing a hard core helicopter sex position with a bottle of perfume in the bottom right corner? No, of course not. Sex in advertising doesn’t really mean sex in advertising. What it refers to is the use of provocative imagery and sound (both male and female, depending on the target audience) to draw in the attention of the viewer.
Today, we are exposed to upwards of 5,000 advertisements a day. With the idea that we as humans tend to have an underlying draw to sexual imagery, it’s obvious why companies use it so much to push their product. Soap manufacturer W.Duke and Sons used to include trading cards (with erotic images) with their soaps in 1885. Not only did it boost their sales, it sparked a whole new trend in the industry.
Certain markets, such as perfume, alcohol, and automobiles in particular have been thriving by using sexuality in their advertisements.
The simple fact is that sex does sell. For example, magazines like MAXIM have seen an overwhelming difference in sales between covers that have a ‘sexy woman’ and ones that have a ‘sexy man.’ However, sex does not sell all the time. Sometimes it can backfire on you. You need to know your brand and your demographic in order to really capitalize on the idea of sex selling.
Sex in advertising is dwindling a little bit. Advertising is taking a bit of a turn towards something else that people generally respond too, and that’s activism. Advertising is all about using what people care about to the client’s advantage. Right now, tugging at the heart strings is the way ads are going. If you look at the Superbowl ads of the last few years vs the ones in years previous, you’ll see a big difference.
So, yes, sex does sell. Sexual imagery will be in advertising for a long, long time. However, with the way things are going, it’s likely that there will be a continued dip in sexual ads, and a higher rate of ads that make you reach for tissues… for your eyes.
H/T Thebalance
