Sex In Advertising Analysis

758 Words 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
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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 seemingly done the same thing, except in reverse. However, the key difference seems to be two-fold. For example, despite the overly sexual nature of the Liquid Plumr advertisement, it is undeniably humorous. According to Courtney Christman, a Content Marketing Specialist for Mainstreethost, “In addition to being harmless, these spots are humorous. Yes, they’re a bit goofy and completely far-fetched, but that’s what makes them so enjoyable.” (Christman C. 2014). When it comes to attracting women through sexualized marketing campaigns, humor is certainly an attractive …show more content…
An advertisement using pathos, will attempt to provoke an emotional response in the consumer (Rosenau, M. 2012). The Liquid Plumr advertisement attempts to do just that, by conjuring the emotions of humor and a pseudo-attraction to an overly clichéd male stereotype. According to Marketing researchers, H.Y. Kim and Y.K. Kim, “the ‘feminine’ tend to be visually oriented and intrinsically motivated in shopping behavior” (Kim H. & Kim Y. 2010). Appropriately, this falls in line with the pleasure principle. Creating a narrative of pleasure inducing content, attaches an intrinsic value and a visually entertaining appeal to women

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