Selling Sex

1. Selling Sex Carissa Holzworth Human Sexuality SLCC Kaylene T. White, MS Final Project April 10, 2014

2. The Assignment: • Most of us are aware that companies will use sex, or sexuality to help sell their products. The use of sexuality may increase a consumers desire to buy the product. • For this project, I was to select 10 ads that I feel use sex to sell the product, • Then ask two friends (one male to be referred to as M, and one female referred to as F) their ideas on the effectiveness of the add such as; • does it really use sex as a advertising method, and would they buy the product? • Here are my findings:

3. Ad #1Mark Nason Footwear • This add is for Mark Nason Footwear • I obtained it from GQ Magazine, the only add I found in the entire magazine to use sex as a selling tool. • It was located at the end of the magazine (back cover to be exact).

4. The Reaction To Ad 1 • M REACTION • Definitely using sex to sell shoes • The way the women is attracted just because of the shoes • I would honestly consider buying them, I like that style of shoes- shows a female your stylish. • F REACTION • Definitely using sex to sell shoes • “It is saying if you wear these shoes women would want you” • They are men's shoes I wouldn’t buy them but I would consider it an effective ad.

5. Ad #2 Ralph Lauren Perfume • Ad for Ralph Laurens Perfume Midnight Romance • Found the ad in Seventeen Magazine • Shows attraction level of the woman with the perfume on. • As if she is Irresistible to him because of the perfume… Lets see what our judges think

6. The Reaction To Ad 2 • M REACTION • Definitely using sex • The man looks so intrigued and pulled in • He looks like he “wants her” • I think the perfume smells good, honestly I would be attracted to the smell. I wouldn’t buy it for me, but maybe my girlfriend. • F REACTION • First it doesn’t even smell that good • I feel like it is targeting a younger audience • Definitely using sex is this case, he's looking right at her neck like he is being pulled in like a magnet. • I don’t think I would buy it but it caught my attention and made me smell it.

7. Ad #3 OPI Nail Polish • Ad for OPI neon nail polish • Found the ad in Cosmo Magazine • I feel it is using a sex appeal to sell nail polish. • Adding a more feminine aspect to the nails by kissing her fingers (or blowing on them for that matter) Lets see what our judges think

8. The Reaction To Ad 3 • M REACTION • I don’t think they are using sex to sell the nail polish • Looks like she is just blowing on her nails. • But it is an attractive color- women who do their nails are just more attractive I cant explain it • F REACTION • Yes definitely using some sort of sex appeal • I think she is provocatively blowing on her nails • I would buy the product I like those colors and I think it would make me stand out in a sense.

9. Ad #4 Liquid Plumr • Ad for Liquid Plumr • Found the ad in Cosmo Magazine • I feel it is using a sex appeal to sell the drain cleaner product. • “I only need seven minutes with what seems to be an attractive man” Lets see what our judges think

10. The Reaction To Ad 4 • M REACTION • Definitely using sex • He is like the model of what all guys want to look like to get the girl they want • The look on his face is a look I will give my girl when making sexual advances too. • F REACTION • Yes definitely using some sort of sex appeal • Using a poster model guy that most women would like to have simply put his is hot • Not to forget the words “I only need seven” • I would buy it- I bought into the propaganda

11. Ad #5 Calvin Klein Euphoria Perfume • Ad for Calvin Klein Euphoria Perfume • Found the ad in Cosmo Magazine • I feel it is using a sex appeal to sell the perfume, the woman is dressed in a sheet, posing “sexy” Lets see what our judges think

12. The Reaction To Ad 5 • M REACTION • Definitely using sex • She looks sexy in just her sheet, which probably makes women think wearing this perfume will make them sexy • Perfume smells intoxicating- sexy I would buy it for my girlfriend. • F REACTION • Yes definitely using some sort of sex appeal • The perfume seems to make her sexier, maybe it could for me • I would buy it- it because it does smell sexy

13. Ad #6 Reebok • Ad for Reebok • Found the ad in Cosmo Magazine • I feel it is using a sex appeal to sell the shoes • Shoes are so comfortable you’ll feel naked Lets see what our judges think

14. The Reaction To Ad 6 • M REACTION • Definitely using sex • The girl is in nothing but her shoes • They are so comfortable it feels like nothing, something I think a lot of women want. • F REACTION • Yes definitely using some sort of sex appeal • Feel like nothing • If she can forget to take them off an lay in bed naked then they must be comfortable. • I would buy it- I like shoes that don’t hurt or weigh me down

15. Ad #7 Clairol Natural Instincts • Ad for Natural instincts hair dye • Found the ad in Cosmo Magazine • I feel it is using a sex appeal- I mean the woman seems natural and naked. • New movement for natural beauty- even though it is hair dye they are advertising that it is still natural product Lets see what our judges think

16. The Reaction To Ad 7 • M REACTION • Definitely using sex • Is nude • Natural hair color, for natural beauty which is a new thing- being natural is beautiful. • F REACTION • Yes definitely using some sort of sex appeal • So natural it is like being completely natural and nude • When I dye my hair I look for safe products. • I would buy it- safe products, responsible products are better.

17. Ad #8 Nivea Skin Firming Lotion • Ad for Nivea Lotion • Found the ad in Cosmo Magazine • The woman in the picture shows skin and tone that most women want. • Ad suggest that using this lotion will get that desired look. Lets see what our judges think

18. The Reaction To Ad 8 • M REACTION • Definitely using sex • The woman in the picture is beautiful and seems natural • The fact they use someone that attractive would persuade other women to use the product so they too can be attractive. • F REACTION • Yes definitely using some sort of sex appeal • What women doesn’t want tone and smooth skin- things to increase how sexy they are • She looks like the cookie cutter model for an attractive woman. • I wouldn’t buy it just because I do not think lotion can change everything which this ad seems to suggest.

19. Ad #9 Calvin Klein Underwear • Ad for Calvin Klein • Found the ad in GQ Magazine • I feel it is using a sex appeal to sell the underwear, the model, even though you can see much has very attractive traits • Muscles, tone and definition as well as the color of the add makes it all seem attractive. And we all know attractive men wear Calvin Klein Right? • Lets see what our judges think

20. The Reaction To Ad 9 • M REACTION • Definitely using sex, at least sex appeal • They are modeling what the general population of women find sexy • Using what women find sexy to sell underwear tricking men to think • “if I buy these and wear them, then I’ll be sexy too” this is coming from experience, I have bought these thinking it would increase my sex appeal. • F REACTION • Yes definitely using some sort of sex appeal • The model even though I don’t see much is very sexy • A cookie cutter for what is attractive, and attractive men wear Calvin Klein

21. Ad #10 Cosmo Cover • The cover of the Cosmo Magazine issue I used to find the majority of the ads in this presentation • The cover itself is using sex to sell the magazine • The picture of Kaley Cuoco pulling at her shirt • “Sex it up”, “Sexy Fashion” “Turn Him on without saying a word” all phrases on the cover. But does this help sell the magazine, lets as the judges

22. The Reaction To Ad 10 • M REACTION • Definitely using sex • Cosmo is known for it being all about sex • The fact that it is a very popular magazine must mean it works and women buy into it. • F REACTION • YES YESYES it totally uses sex, like he said it is all about sex! • Women buy this magazine to see what will help them be more attractive and sexy to catch that man of their dreams • Filled cover to cover with sex, ads, columns, pictures everything. • Being honest, I buy this magazine every month so I can stay in style and know what to do to make my man want me more.

23. Conclusion • Advertisement use sex a lot to sell their product. It is like they are tapping in to the part of our brains they say hey, if I buy this it will make me sexier. • If they are just using sexual suggestion to help advertise, like the Liquid Plumr, it definitely catches our attention and quiet often earns our business. • Over all conclusion, sex sells, whether we like to admit it or not.

24. One more note • It is important to note that most of the advertisement I was able to find that was using sex to sell, was selling to women. • I think this is partially because the majority of the ads came from Cosmo Magazine a women directed magazine. • I feel this could also be due to the fact that women are more susceptible to the persuasion of what they should look like, be like, wear, and things they do especially when it comes to sexuality.