It's been said that as human beings, we have a lizard or reptilian brain that responds to certain primal urges. Food is one. Sex and reproduction is definitely another.
This underlying, preprogramed disposition to respond to sexual imagery is so strong, it has been used for over 100 years in advertising. And the industry, while abusing it more and more, would be foolish to ignore the draw of sexual and erotic messaging.
Back in 1885, W.Duke and Sons, a manufacturer of facial soap, included trading cards in the soap's packaging that included erotic images of the day's most popular female stars. The link between soap and sex is slim at best, but it worked.
And ever since, brands have purposely linked themselves to suggestive (or downright blatant) sexual imagery in the search for new customers. In particular, alcohol, fashion, perfume and car advertisements have created strong links with sex.
Does Sex Actually Sell?
Yes, sex sells. It's a fact. Popular mens magazines like Maxim and FHM have experimented often with their covers. Overwhelmingly, when a sexy, semi-naked woman appears on the cover, it outperforms an image of a male star, even if that star is someone men want to read about.
When ads are more sexually provocative, men in particular are irresistibly drawn to them. It's simple genetics. Men respond to sexual images. And if your ad creates a sexual situation, it will get the desired response.
This is all true according to Paul
Suggett Advertising
Expert
How can that be in a predominately
Christian country like America?
That's a good question.
It would appear that Americans are not
so Christian as they want others in the rest of the world to think
they are.
My parents were very “God-fearing”
(as the saying goes) Christian people who made sure that I attended
both Sunday School and Church every Sunday (including while on
vacations but only Church services) until I graduated from high
school and was theoretically on my own, which I was and never looked
back actually.
My parents gave at least 10% of their
annual income to the Church in addition to another 10% that they gave
to a variety of charities throughout their working careers. My Dad
was a Deacon in the United Methodist Church and we said a prayer of
thanks at every meal.
However, both my parents smoked and
drank alcohol all their lives although after my Mother had breast
cancer and my Dad retired, they both stopped smoking. My Dad would
tell off-colored jokes and when making comments in the privacy of his
own home, one would think that he was a racist. My Dad cussed like a
sailor, lied on his income tax, tried on several occasions to
outsmart the police when speeding, take souvenirs without paying for
them, more than likely had extra-marital affairs.
So, I am wondering just how Christian
was this so-called Christian man? I mean no disrespect to my Dad for
sharing this nor do I mean disrespect for the disrespect that I have
shown because it is what it is... but, this is indicative of what
America has become.
And, one of the reasons why SEX sells.
So, why do we claim to be what we are
not and how do we tell the difference between those who claim to be
this and are and those who are not, like my Dad?
As a female, I have a right to wear
what I want as long as it is not against the law and if I were that
type of female, I would want to exercise that right (my right) as
often as I could, just because I could.
And, in exercising my right to wear
what I want when I want, I am teaching my children both directly and
indirectly to be the same way when they get old enough to make those
decisions.
So, what age might that be?
For a man, it is usually age 21, when a
boy is now a man and can legally buy alcohol anywhere in the US...
however, at age 18 this boy not yet turned a man can enlist in the
military and be sent overseas to fight and perhaps die for his
country before he has had his first taste of alcohol.
Yet, he has probably had sex with
another female and if the truth be known probably has had a drink of
alcohol illegally too.
And, if we drill down deep enough, we
will find that this boy, not yet a man, has probably had a taste of
several illegal drugs.
So, is all of this why sex sells?
Or, is it because we try to hide sex
from minors like our Puritan ancestors did?
Perhaps if we let the advertisers
continue to use sex to sell that eventually the public will be so
saturated with sex that it will no longer be used to sell
merchandise.
I mean think of it from the standpoint
of an OBGYN doctor. After seeing thousands of female bottoms over
the course of being one of these doctors, one is likely to no longer
be “turned on” by another female bottom.
Even advertising has its sex sells
limits. For example, if you are advertising lingerie like Victoria's
Secret, you'd be a fool to overlook such a strong selling mechanism.
But if you're trying to sell a lawn mower or a fireplace gas
insert... well, sex selling is going to backfire
However, every boxing or wrestling (and
I mean the really fake stuff) match I have ever watched, there is
always a pretty young female in a skimpy bathing suit reminding us of
the rounds of the match. And, every time there is a NASCAR race
there are always pretty girls at the finish line pouring champagne
all over everyone... this works for horse and dog racing as well.
But, I wonder if this is a global
phenomenon or is just indigenous to America? I mean, I cannot
imagine sex being used to sell anything in the Middle East for
example; although, when I lived in Egypt from 1962-1966, I saw some
might skimpy outfits on those Belly Dancers at the Nile Hilton.
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