Advertising, the business of drawing public attention to goods and services (elook.org), in today's competitive market, is often assisted by sex appeal. Likewise, an attribute of sex in advertising is that imagery used typically may have no connection to the product being advertised. However, the purpose of such imageries is to solely drag the attention of the potential customer or user. Sex appeal in advertising is often considered as one of the effective tools for attracting consumers' attention and has become more and more important to some advertisers for the same reason.
From different studies on the history of advertising it is found that Sex has been employed in attracting consumers since the beginning of advertising. At the beginning, 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. Even more at present context, sex appeal in advertising builds up the argument that people are curious about sexuality. This credence in marketing opines that sexuality sells products. Rebecca Howard in her article “Sex in Advertising: Does it sell? (Howard)” draws different opinions of writers that the sensuality and imagery portrayed through the ad should be relevant to the message it carries as well as the nature of the product. According to Donna Rouner, a Colorado State University associate professor of Journalism and Technical Communication, the success of advertising that uses sexual imagery often depends on the product being sold. “Research has shown that people are pretty turned off by sex in ads if neither the product nor the lifestyle (being portrayed) is relevant to nudity or sex,” Rouner says. “Where sex works for people generally is when the product itself has to do with sex or intimacy or nudity" (Rouner). Sex sells. These days advertising and sex have been tied together to large extent. The use of sexually suggestive images to sell just about everything really emphasizes the point that sex is a merchandisers' best friend (laimisk, 2010). In different newspaper, television as well as websites we find many advertisement of such kinds. For instances let's go through some advertisements taken randomly from different sources:
1. LavAzza Italian coffee ad: Spicy. Hot. And not half as likely to cause the kind of reaction that the ad above might receive. Pretty interesting to consider when one gets down to it. What about this ad for an Italian coffee company? It makes everyone think of sex, doesn't it? 2. Spic and Spank – A company in Germany sells their household appliances, including vacuums, using images of women in fishnets and men tied up. The ad is more successful in attracting people's attention. However, it doesn't effectively connect the message with the product. Because one can't even notice the vacuum cleaner in the bottom left which in fact requires a careful look or else he/she may miss the entire point of the ad.
3. Renova Toilet Paper: What about this print ad for Renova, a toilet paper brand from Spain? What's sexy about toilet paper? 4. Che, men's magazine: This suggestive ad campaign was used in Belgium to promote a new men's magazine, Che. It suggests that for a men's magazine, using sex to sell is an obvious marketing choice.
5. iPOd: This is as ad for an electronic product. The imagery used here highly suggests for sex appeal. Since, the image has creatively taken one of the best selling electronics products in the world it can be taken as an effective ad. 6. Dolce & Gabbana: The advertisement for Dolce & Gabbana's Spring Summer 2007 collection featured a bare-chested man holding down a woman by her wrists while other men look casually on. This ad was criticized by the media watchdogs and Spanish...