Experts in marketing use sex to “attract attention to their ads, to position their brands as sexual, and to suggest that sex-related benefits can accrue to the brand purchasers” (Reichert, 2003). Reichert (2003), classifies sexual content into five categories; nudity/dress, sexual behavior, physical attractiveness, sexual referents, and sexual embeds. Nudity/dress is generally integrated into ads and refers to the amount and style of clothing worn by models. Sexual behaviors are divided into two categories, individual and interpersonal; individual includes nonverbal and verbal communication, whereas interpersonal is a sexual interaction between two or more people. Physical attractiveness is defined as a "model 's physical beauty, often including
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The ad was found in Cosmo magazine and its directed audience could be men or women. Using Reichert’s categories we can examine the ad 's sexual content. While discussing nudity/dress, Reichert (2003) discusses how “nudity is represented by side and back shots of the model, tub and shower scenes and in some cases, frontal nudity from the waist up”. In the ad both the models appear to be nude which could potentially spark a sexual response from its audience. Even though the models are both nude the viewer can not see the chest of the female model because the placement of the perfume bottle. The female model’s facial expression, physical attractiveness, and eye contact with the viewer add to the sexual aspect of the advertisement. Sexual behavior is woven into the advertisement above by using both individual behavior and interpersonal interaction. Individual behavior can range from eye contact with the viewer to moving provocatively (Reichert, 2003). In the DKNY advertisement, the female model makes eye contact with the viewer and holds a bitten apple in her hands in a seductive manner which “communicates sexual interest with the viewer and attempts to elicit sexual arousal” (Reichert, 2003). Interpersonal sexual behaviors also include a wide range of behaviors ranging from voyeurism to simple display of affection to inferred intercourse. The female and male models in the DKNY advertisement are nude while embracing one another which can be classified as a simple display of affection which communicates sexual interest. Reichert (2003) refers to Soley and Kurzbard (1986) study where they used a four-level ordinal scale to analyze physical contact between models. The models were coded as "not touching, displaying simple contact, more intimate contact, or depictions of intercourse" (Reichert, 2003). Using Soley and Kurzbard (1986) ordinal scale
The ad was found in Cosmo magazine and its directed audience could be men or women. Using Reichert’s categories we can examine the ad 's sexual content. While discussing nudity/dress, Reichert (2003) discusses how “nudity is represented by side and back shots of the model, tub and shower scenes and in some cases, frontal nudity from the waist up”. In the ad both the models appear to be nude which could potentially spark a sexual response from its audience. Even though the models are both nude the viewer can not see the chest of the female model because the placement of the perfume bottle. The female model’s facial expression, physical attractiveness, and eye contact with the viewer add to the sexual aspect of the advertisement. Sexual behavior is woven into the advertisement above by using both individual behavior and interpersonal interaction. Individual behavior can range from eye contact with the viewer to moving provocatively (Reichert, 2003). In the DKNY advertisement, the female model makes eye contact with the viewer and holds a bitten apple in her hands in a seductive manner which “communicates sexual interest with the viewer and attempts to elicit sexual arousal” (Reichert, 2003). Interpersonal sexual behaviors also include a wide range of behaviors ranging from voyeurism to simple display of affection to inferred intercourse. The female and male models in the DKNY advertisement are nude while embracing one another which can be classified as a simple display of affection which communicates sexual interest. Reichert (2003) refers to Soley and Kurzbard (1986) study where they used a four-level ordinal scale to analyze physical contact between models. The models were coded as "not touching, displaying simple contact, more intimate contact, or depictions of intercourse" (Reichert, 2003). Using Soley and Kurzbard (1986) ordinal scale