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Sexuality in Lifestyle Branding A Cultural Analysis

Sexuality in Lifestyle Branding A Cultural Analysis. Alyssa Aldrich. Abstract:.

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Sexuality in Lifestyle Branding A Cultural Analysis

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  1. Sexuality in Lifestyle BrandingA Cultural Analysis Alyssa Aldrich

  2. Abstract:   This paper is a cultural analysis regarding sexuality in lifestyle branding. It talks about our society and cultural norms, how and why they have contributed to why the use of sexuality is a trend used in lifestyle branding. I will talk about why sex (as opposed to anything else) dominates advertisements. Why aren’t more sophisticated or conservative looking models glorified in ads, perhaps models with more of a scholarly or studious look or even athletic, rather than always using overly sexualized, often half-naked women in advertisements everywhere? The answer is that shock works. That is why sex sells, through the combination of norm violation and shock. In our culture, sexuality social issues include gender roles, ethics, religion, law, sex education, prostitution, pornography, etc.

  3. Main Idea: The reason why sex is a common trend among ads these days is due to the conditions of our society and culture, and mostly the combination of norm violation and shock. Other Contributors include events and activism that took place during the 1960s Sexual Revolution, the Civil Rights Movement, and Women’s Rights Movement. This climate of change led many, particularly the young, to challenge the social norms.

  4. Sexuality…Then & Now:

  5. Background: • Frequently driven by the desire for sexual pleasure, human sexuality has biological, physical, and emotional aspects. • Human sexuality is not simply imposed by instinctive conducts (like with animals), but rather influenced by superior mental activity and by social, cultural, educational, and normative characteristics of those places where the subjects grow up and their personality develops. (In other words, we are a product of our environment. Any norm we have is a social construct.)

  6. Counter-Culture Becomes Cultural Norm • What began as socially unacceptable behavior, is now becoming normal. • Times change and people change to keep up with the times accordingly.

  7. Will this defeat the point of the use of sex in ads, considering it’s reason for being used was to create shock & go AGAINST norms?

  8. What ever happened to good ole’ Wholesome fun?? ;-)

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