Sex in Business Advertising

By and large, companies are beginning to realise and tap the bankability of sexual or erotic imagery in their advertisements. It is relatively easier and faster to draw people’s attention to a particular product or service through the use of sexually appealing elements. This is because most people are naturally curious about or charmed by sexuality. Hence, it is normal for liquor or wine to be endorsed by a romantic couple kissing, dancing, or hugging, while enjoying the drink.

Sex in advertising uses imagery, which means that a pretty woman in sexy lingerie virtually has no connection to the endorsed product. She is merely an instrument used to catch the interest of viewers, specifically men. In some cases, marketers do not explicitly display or show sensuality in their commercials; rather, they use suggestive language. Marketers have the option to use highly overt or extremely subtle displays of sexuality.

The concept that “sex sells” came about since the beginning of advertising. Posters, signs, and advertisements for salons, tonics, and tobacco depicted half-nude, attractive women. Trading cards showing sexually provocative starlets were distributed by a cigarette company in the late 1800s together with a pack of smoke.

With the use of sex in advertising, some values and attitudes towards sex are sold alongside the product or service. These intangibles are collectively termed as “the concept” in advertising terminology.