Photo via StyleCircle

Abigail Oyewole

Staff Writer

If there’s one thing that hasn’t changed from the beginning of advertising till now, it’s the influence of sex on consumers. As stated by Sandra Mardenfeld of the Business News Daily magazine, the origins of sex advertising can be traced back to a tobacco company called Pearl. In an attempt to increase cigarette sales, the company displayed a naked woman on their product cover. This advertising technique proved successful, with other companies adopting the strategy of sexual appeal to promote their products. Thus, the term “Sex Sells” was introduced. Sex appeal became popular because it was proven to drive up sales and increase brand exposure, promising higher figures. 

Behind the influence of sex in advertising is human psychology. According to The Daily Image, Sexual imagery and innuendo tap into basic instincts and emotions, eliciting reactions ranging from curiosity to desire,  piquing interest and attracting attention just enough to convince consumers that they want said product. Such advertising techniques also toy with our emotions. When we see sex-focused ads, they invoke positive emotions such as pleasure and excitement, making them more likely to leave a lasting impact on consumers. Tom Reichert, former head of the UGA Department of Advertising and Public Relations says that “advertisers use sex because it can be very effective, sex sells because it attracts attention. People are hardwired to notice sexually relevant information, so ads with sexual content get noticed.” Culture and society play a role in the reception of sexualized ads. In a society where beauty and physical appearance are glamourized, advertisements that feature sexual innuendos have a significant influence. The media– Hollywood and digital platforms alike– are not shy about featuring content of sexual nature. This has led to the familiarisation of sex-based ads among the public.

Moreover, brands feature provocative ads because it increases consumer engagement. Such ads often prompt conversations and debates between consumers, leading to brand publicity. Although an ad might be controversial and go viral due to its sexual content, there is no such thing as bad publicity. Companies capitalise on this in the hopes of increasing brand exposure.

Sex sells– no one can deny that– but these companies seldom care about the consequences of their actions. This type of advertisement has led to various social issues such as the objectification of women, the perpetuation of harmful misogynistic stereotypes, and unhealthy body standards. According to a study done by the Department of Developmental and Socialization Psychology at the University of Padua, women are more likely to be sexualized in the media than men. The study cited Italy as an example, where 81% of women are portrayed as models and sexually available compared to 19.95% of men, stating that the objectification of women in ads “leads to negative consequences in the way women are viewed and in their physical and psychological well-being”.

 Contrary to what many think, we are very susceptible to ads, because they are aimed at our subconscious. Shirley Webb, executive director of the Women’s Center of Jacksonville says “Advertising is there to appeal to the male critic inside the woman’s head. It’s deeply internalised to judge ourselves, to be critical of ourselves”. Advertisements that are based on the “Sex Sells” strategy usually feature women and centralise their beauty and body, leaving a lot of women aspiring to achieve the same beauty standard as those portrayed in ads.

Hollywood propagates the same ideals when it comes to capitalising on sex as a means of improving popularity. Movies and TV shows often contain oversexualized female characters; think of the “school slut” and the “mean cheerleader” tropes, in which grown women play teenage girls wearing skimpy clothing. The target audience of these shows is usually teenagers or young adults. The Daily Targum, an online newspaper, ascertains that a classic example would be the hit TV show Euphoria which focuses on high school kids who engage in questionable and inappropriate acts, featuring many scenes with sex and nudity. One thing to note is how the women are portrayed in this show: as oversexualized teenage girls. Under the direction of a man, through their actions and costumes, they are intended to suit the ideal of the male gaze.

Sure, sex sells, but the consequences of these marketing tactics on our society, especially on women, are far too dire. It has led to the propagation of unrealistic beauty standards, the objectification of women, and the promotion of harmful stereotypes. Although companies  known for their provocative ads (like Calvin Klein and American Apparel) have backtracked on this strategy, sex-based ads remain rampant in the industry.