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Using sex to Sell. Final project by Caitlin Maurer. interesting facts on the history of using sex to sell. Sex has been used in advertising since the beginning of advertising.
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Using sex to Sell Final project by Caitlin Maurer
interesting facts on the history of using sex to sell • Sex has been used in advertising since the beginning of advertising. • The first company known to using sex in their advertising was a Tobacco company. The company started in the early 1800’s. • In the 1920’s major soap brands jumped on board and • started using intimacy and sex in their ads to sell their products. • In the 1950’s and 60’s, romance and titillation were added to the • the mix to help sell products for major companies such as Maidenform and • Miss Clairol. Major tobacco company ad in the 1800’s • Today we see sex in advertising • all over not just in ads, • but also in logos.
Female #1 : Absolutely! All the women are seen as sex symbols. Female #2: Yes, it is disgusting. Female #3: Yes, but it is only because it relates to all of us. Female #4: Yes, but I would have not thought anything of it if you did not ask. Female #5: Of course. Female #6: I think if you have a dirty mind, then yes, they are using sex to sell. Do they really use sex to sell? female responses After showing the pictures on slide 3, I surveyed 6 males and 6 females. I posed the question, “Do these ads sell sex?”. Their responses were as I expected. male responses Male #1: Yes, but it doesn’t bother me. Male #2: Yeah they are. Male #3: I don’t really see it that way. Male #4: It would seem that way. Male #5: Now that you have brought it to my mind, yes they are using sex to sell. Male #6: I feel that they are using sex, all the pictures are extremely seductive. • The males and females used for this question were of a mature age. Ages ranged from 21-65.
The following survey was given to the same 6 female and 6 male individuals of the ages 21-65. • After seeing the pictures on slide three, answer the following questions: • Why would you buy any of these products? • Do you think these ads will be successful with using sex to sell? Why or Why not? • What are the effects of using sex to sell products? • Why do you think they would use sex to sell products? • Do you have a problem with how sex is used to sell products? Survey
Female Responses to Survey A young adult, middle age adult, and a senior Female #1: Age: 38, middle age adult Occupation: UofU accountant The reason I would buy these products is if I need something from them. The sexual pictures would not keep me from buying from a certain store. No, because I do not think that I would have even connected sex with these ads. The only reason I am relating sex with these ads is because I was asked to and noticed it. I guess some effects would be that young children would see it. But I think that sex is around young children a lot more than when I was younger. So it has no effect on them. I think the reason companies use sex to sell is because it catches peoples eyes. It is something that is suppose to stay in a bed room. But here are companies expressing it through pictures and people like that. No, because like I said I did not notice it until it was brought to my attention. I just see it as someone being sexy in a magazine. AKA a model.
Female #2: Age 22, young adult Occupation: Full time student I think I would buy these products because they are big brand names and I like them. I really don’t relate where I shop or what product I buy based on one of their pictures or ads. Yes, because I think that it relates to everyone and everyone loves sex. I think that these pictures poke fun of sex and it is a fun way of how they are advertising their product or store. I think the effects are that they will sell a lot more of their product. Today they use sex to sell products because in this day we are very open about sex. It is a good thing. It is making people more comfortable with being open about sex. No, I think it is a great thing that people are finally becoming more open and comfortable with sex and sexual things. It helps us all to talk more about problems that we may have with certain sexual things.
Female #3: Age: 63 Senior Occupation: Empty nester I don’t think I will be buying any of these products now that I have been shown these pictures. My children used to shop at Abercrombie and Fitch when they were teenagers and when I looked at their very seductive magazine pictures I refused to buy anything for them there. I am sure it will. Today younger generations are drawn to that kid of stuff. How can they not be though? Everything around them is related to sex and sometimes it seems that they are not even effected by it. The effects of using sex to sell is damaging our young children today. Like I said in the previous question, it is making kids completely numb to the fact that they are constantly surrounded by sex and it is pitiful and sick. I think that they use sex to sell because there are just those dirty people out there that get turned on by it and feel they will be living their life like the magazine ads. I absolutely have a problem with using sex to sell. I think there are more clean and effective ways that can be used to sell products. Sex should be a sacred thing between a husband and a wife and not plastered all over magazines, billboards and so on.
Male Responses to Survey Young adult, middle age adult and a senior Male #1: Age: 67, senior Occupation: Retired accountant for New Holland None of these products relate to me, so I don’t believe I would buy any of them. Yes, because they are very sexual and a lot of men like that. They can relate to wanting to have a beautiful woman around. However, real men have respect for women and these pictures are sad because the women in these pictures have no respect for themselves. I think that using sex to sell products is somewhat damaging to a mans soul and even a woman's soul. I say this because if they see sex being advertised in magazines it may lead to a more damaging thing such as wanting to watch porn. They use sex to sell products because it catches peoples attention and can relate to a lot of different people. It has no effect on me whatsoever. I am not one to sit and look at magazines or any of that junk. I do have a problem with having to keep my grandkids from watching certain stations on the TV because of these sexual ads.
Male #2: Age: 27, young adult Occupation: Inside Sales at Clearlink I would buy these products because they have humor to their ads. They are making fun of sex and making things look like they are a lot of fun. For sure. I think that they will be successful if they use humor in their ads as well as sex. Sex does sell and it is because everyone can relate to it. These ads make sex comfortable to talk about. I think that the effects are that these companies will be successful. I think they use sex to sell products because it keeps peoples attention. If you see a creative ad you want to look at it and see what it Is about, but if you look at an ad that is boring and nothing you can relate to, then you don’t want to even bother with it. No, I think that it is great they use sex in ads and make them humorous as well. It is a genius idea to use sex to sell products because it catches peoples attention.
Male #3: Age: 36, middle age adult Occupation: Counselor for Discover Academy I’d buy these products because I simply like them and use them. I think they already are successful. This ad may offend people, but I don’t think that it will keep people from shopping at these stores. As long as I can remember Dolce and Gabana have always had sex related in some way to their advertising and look how successful they are. The effects are simple. They draw people into their stores and people buy things because they can relate to the sexy pictures advertised. People like places or people that can relate to them. Like I just said, people like people that can relate to them. Sex sells products because it can relate to everyone. I have no problem with sex being used to sell products. If you really think about it do you really notice it? Sex is constantly on everyone’s mind no matter who you are. It is an enjoyable thing and I think that the ads are trying to make it look enjoyable and not negative.
Comparing the results • When comparing the results of the survey, a young adult, middle aged adult and a senior all had different opinions on using sex to sell products. The young generation seemed to be comfortable with the sexual pictures in the ads, where as the middle aged adults were concerned about having their children see it, but really had no complaints either. When you look at the answers to the survey that the seniors said, you noticed there was more of an annoyance and that sex is more of something that stays in the bedroom. • When comparing the female to male answers there is more of an acceptance to the pictures than of the females. When I asked the females why they had such a negative attitude towards the pictures they said it was because the women were portrayed as sex symbols.
Are you offended by this picture? Especially because it is a place that young children like to eat. (Question asked to the same six female and male individuals.) YES: When asked as to why they were offended it was because of the fact that this ad is too sexual for young children. NO: When asked as to why they weren’t it was because it is just a lady enjoying her meal. This person does not have kids.
My personal view Reasons for why sex sells • Sex relates to everyone. No matter if you are female, male, straight, homosexual or bisexual. We all can relate to sex and that intimacy. • If we notice anything related to sex we all tend to pay attention. • Sexual ads make people think that if you go and buy a beer or whatever the product may be, that you will have beautiful men or women around you if you buy the product. • Tom Reichert, Professor and Department Head of Advertising and Public Relations at The University of Georgia who studies sex in advertising states what I just stated above. He says that 73 percent of magazines contain sexual ads. He states that the ads are portraying “buy this, get that.” • Sexual advertising in ads works because if you look at Victoria’s Secret they are now one of the most popular companies in the world. It sells because they know everyone can relate to sex.
RESOURCES Beigelman, Victor. "The California Aggie." Why sex sells. N.p., February 12, 2012. Web. 12 Mar 2013. <http://www.theaggie.org/2012/02/09/column- why-sex-sells/>. Reichert, Tom (2003). The Erotic History of Advertising. Amherst, NY: Prometheus. Reichert, Tom. "Sex in advertising." History of Sex in Advertising. N.p., n.d. Web. 12 Mar 2013. <http://www.sexinadvertising.com/History/index.php>. Sivulka, Juliann (1997). Sex, Soap and Cigarettes. Belmont, CA: Wadsworth.
