Sex Advertising : Why It Works With Women Essay

758 Words Nov 7th, 2016 4 Pages
Sex in Advertising: Why it Works with Women

Sex has always been prevalent to an incredible degree in product advertising. Since Pearl Tobacco began garnishing their packages with half-naked women, the trend has shown no signs of slowing down (Hsiao 2015). However, objectifying women has generally been the primary factor, regardless of product or industry. In recent years, “hunkvertising”, has given rise to a reverse-trend of the long considered status-quo. Advertisements, such as the Liquid Plumr Quickie commercial, embrace a more modern approach, yet still rely on utilizing sex as an avenue that directly targets women. Is there a justification for reversing gender objectifications? In other words, are women buying in? The viral, rising trend of sex adverts that target women are certainly popular, but not for the reasons consumers might expect.

Sexualized Advertising Sells to Women as Well as Men

Kraft Dressings: Let’s Get Zesty YouTube campaign (Marica 2013) has generated 366,579 views, while the Liquid Plumr (Paul S. 2013) and Sauza Tequila (Porter J. 2012) adverts have combined for 240,314. While not staggering in total number of viewers, there is clearly an attraction towards this type of marketing. In addition, these were original postings and do not include shares and additional numbers of viewers. How do these marketing campaigns generate positive attention from women? In a business atmosphere saturated with advertisements objectifying women, these adverts have…

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