1. Erotic Appeals in Advertising Jameson L. Hayes

2. What is Sex in Advertising?

3. SEX IN ADVERTISING?

10. What percentage of ads contain sex? 28% of magazine ads contain sex appeals, 18% of network TV ads

11. What is Sex in Advertising? The use of sexual appeals in mediated promotional messages with the persuasive purpose of selling branded goods Sex appeals= sex-related promises or benefits

12. Sexual Info in Ads Model Display/Dress Sexual Behavior Sexual Referents Subliminal

13. Sexual Referents: Double Entendre

14. Sexual Referents: Innuendo

15. Subliminal Messages

16. Yeah, but does this stuff actually sell stuff?

17. Sex as a Selling Message “Buy this, get this”: Sex-related benefit

18. Branding: Abercrombie & Fitch Lifestyle Brand A & F Quarterly 36 to over 500 stores “Cool-great looking guys attract cool, great looking girls who attract…” -CEO

19. Branding: Victoria’s Secret “Glamorous, Sophisticated Sexuality” No “sluttish sex appeal” Huge Ad Budget Other Promotional Efforts

20. Branding: Calvin Klein “When advertising gets publicity, its like free advertising, and there’s nothing wrong with that.” Brooke Shields Mark Wahlberg

21. Why does it work?

22. When is it Most Effective?

23. Model of Congruence ExpectedUnexpected Relevant ER Intimates UR Ice Cream Irrelevent EI Automotive UI Vacuum

24. And then there is Go Daddy?

25. To whom does sex sell? A. Mostly Male B. Mostly Females C. Both equally D. Neither

26. Who Sex Appeals Target 28% mags/ 18% TV 28% toward women 25% toward men Different Types of Appeals

27. Gender and Sex in Advertising Inherent bias of advertising Men: Biological Criteria Women: Biological + Societal Criteria Money, Power, Prestige, etc. The Romance Appeal

28. Maslow’s Hierarchy

29. Young Audiences

30. “Killing Us Softly” by Jean Kilbourne

31. Soooo what to we do?

32. Ethical Questions: Should advertisers be allowed to take advantage of our innate sexual tendencies to sell their products to us? What effects does sexualized advertising have on women, children, and men?

33. Questions?

34. Other Examples McDonald’s Pepsi

35. Other Examples: