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Erotic Appeals in Advertising

Erotic Appeals in Advertising. Jameson L. Hayes. What is Sex in Advertising?. SEX IN ADVERTISING?. SEX IN ADVERTISING?. SEX IN ADVERTISING?. SEX IN ADVERTISING?. SEX IN ADVERTISING?. SEX IN ADVERTISING?. SEX IN ADVERTISING?. What percentage of ads contain sex?.

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Erotic Appeals in Advertising

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  1. Erotic Appeals in Advertising Jameson L. Hayes

  2. What is Sex in Advertising?

  3. SEX IN ADVERTISING?

  4. SEX IN ADVERTISING?

  5. SEX IN ADVERTISING?

  6. SEX IN ADVERTISING?

  7. SEX IN ADVERTISING?

  8. SEX IN ADVERTISING?

  9. SEX IN ADVERTISING?

  10. What percentage of adscontain sex? 28% of magazine ads contain sex appeals, 18% of network TV ads

  11. What is Sex in Advertising? • The use of sexual appeals in mediated promotional messages with the persuasive purpose of selling branded goods • Sex appeals= sex-related promises or benefits

  12. Sexual Info in Ads • Model Display/Dress • Sexual Behavior • Sexual Referents • Subliminal

  13. Sexual Referents:Double Entendre

  14. Sexual Referents:Innuendo

  15. Subliminal Messages

  16. Yeah, but does this stuff actually sell stuff?

  17. Sex as a Selling Message • “Buy this, get this”: Sex-related benefit

  18. Lifestyle Brand A & F Quarterly 36 to over 500 stores “Cool-great looking guys attract cool, great looking girls who attract…” -CEO Branding: Abercrombie & Fitch

  19. “Glamorous, Sophisticated Sexuality” No “sluttish sex appeal” Huge Ad Budget Other Promotional Efforts Branding: Victoria’s Secret

  20. “When advertising gets publicity, its like free advertising, and there’s nothing wrong with that.” Brooke Shields Mark Wahlberg Branding: Calvin Klein

  21. Why does it work?

  22. When is itMost Effective? Sex= stretch SEX Very Effective Ineffective

  23. Model of Congruence Integrated Benefit Decorative

  24. And then there is Go Daddy?

  25. To whom does sex sell? Mostly Male Mostly Females Both equally Neither

  26. Who Sex Appeals Target • 28% mags/ 18% TV • 28% toward women • 25% toward men • Different Types of Appeals

  27. Gender and Sex in Advertising • Inherent bias of advertising • Men: Biological Criteria • Women: Biological + Societal Criteria • Money, Power, Prestige, etc. • The Romance Appeal

  28. Maslow’s Hierarchy

  29. Young Audiences

  30. “Killing Us Softly” by Jean Kilbourne

  31. Soooo what to we do?

  32. Ethical Questions: • Should advertisers be allowed to take advantage of our innate sexual tendencies to sell their products to us? • What effects does sexualized advertising have on women, children, and men?

  33. Questions?

  34. Other Examples McDonald’s Pepsi

  35. Other Examples:

  36. Other Examples:

  37. Other Examples:

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