According to Jane Frost, chief executive at the Market Research Society, sex now sells if it is used in a clever and appropriate way. (Marketing Week, 2012) I have always been interested in how companies use sex to sell their brand and it is fascinating to observe the extent to which firms use provocative imagery, film or words in order to promote their products. In what way these adverts are seen as ‘appropriate’, I’ll leave up to you. Is there really a need to use bare flesh and sexual innuendos as a means of gaining customers? Does it actually work? In an era where the sex fueled 50 Shades of Grey caused a media frenzy, more and more companies have started to push advertising boundaries in order to advertise their brand.
I think that in an age where the market is constantly changing and where businesses are forced to alter and adapt their strategy in order to stay current and therefore competitive, companies may have to take risks and do something different in order to secure sales. I, myself am definitely guilty of being attracted to ad campaigns that have taken risks by using sexual imagery – whether this be David Beckham’s H&M campaign or Lara Stone half naked, oiled up in a Calvin Klein Jeans Campaign.
I think that in an age where the market is constantly changing and where businesses are forced to alter and adapt their strategy in order to stay current and therefore competitive, companies may have to take risks and do something different in order to secure sales. I, myself am definitely guilty of being attracted to ad campaigns that have taken risks by using sexual imagery – whether this be David Beckham’s H&M campaign or Lara Stone half naked, oiled up in a Calvin Klein Jeans Campaign.
A few sexual examples –
American Apparel
American Apparel is probably one of the more famous of brands that evidently uses sexual images in order to entice us; pushing boundaries when it comes to their advertising campaigns. The company has even been scrutinised for using young girls to pose in pornographic style photos in order to sell their clothes. One interesting point is AA have always been known for not necessarily using models but using ‘real people’ to showcase their clothes, whether these are customers or staff. One argument may be that the brand doesn’t necessarily stand out for being overly sexual, but because they use these ‘real models’ instead of photo shopped celebrities to pose in their clothes. Furthermore, although the brand uses young adults in their ad campaigns, these girls are the target audience so surely this is okay? How is this suggestive advert any more offensive than the Lara Stone advert above?
American Apparel
American Apparel is probably one of the more famous of brands that evidently uses sexual images in order to entice us; pushing boundaries when it comes to their advertising campaigns. The company has even been scrutinised for using young girls to pose in pornographic style photos in order to sell their clothes. One interesting point is AA have always been known for not necessarily using models but using ‘real people’ to showcase their clothes, whether these are customers or staff. One argument may be that the brand doesn’t necessarily stand out for being overly sexual, but because they use these ‘real models’ instead of photo shopped celebrities to pose in their clothes. Furthermore, although the brand uses young adults in their ad campaigns, these girls are the target audience so surely this is okay? How is this suggestive advert any more offensive than the Lara Stone advert above?
Richmond Ham – ‘as nature intended ‘
Surely an unnecessary example of using sex to sell ham? This campaign uses bare bottoms to elaborate the fact their ham is ‘oh so natural’. It’s a funny advert maybe and certainly gets people talking (is this the whole point) but in this case I’m not sure it works. See video here - http://vimeo.com/43245293
Surely an unnecessary example of using sex to sell ham? This campaign uses bare bottoms to elaborate the fact their ham is ‘oh so natural’. It’s a funny advert maybe and certainly gets people talking (is this the whole point) but in this case I’m not sure it works. See video here - http://vimeo.com/43245293
These adverts were actually banned due to complaints. Do you think they should have been? ...
Jack Wills
Some people may say Jack Wills is aimed at young adults (I know when I was at school, girls as young as 10 were cottoning on to the brand – maybe due to having an older sister perhaps?) Do you think these promiscuous models should be wearing more clothes? Does this catalogue really pose a ‘risk’ to young adults or do you think posing topless is a little unnecessary? I personally think they are trying to depict a ‘fun and occasionally flirtatious girl;’ however it’s hard to tell how I’d feel opening this advert up as a young teenager. ..
YSL Opium Advert
When I think of YSL, I think of a sexual and powerful woman so I wasn’t surprised to come across this advert when doing my research. This is however a completely naked Sophie Dahl (she must have been paid a lot!) and consequently attracts an abundance of attention. There were 948 complaints following this perfume advert and so it is said to be the eighth most complained about advert. (Telegraph.com, 2012) I guess I can see where people are coming from; however this image has definitely contributed to how I feel about the iconic and sexual brand and so I’m sure it didn’t damage their reputation too much.
Jack Wills
Some people may say Jack Wills is aimed at young adults (I know when I was at school, girls as young as 10 were cottoning on to the brand – maybe due to having an older sister perhaps?) Do you think these promiscuous models should be wearing more clothes? Does this catalogue really pose a ‘risk’ to young adults or do you think posing topless is a little unnecessary? I personally think they are trying to depict a ‘fun and occasionally flirtatious girl;’ however it’s hard to tell how I’d feel opening this advert up as a young teenager. ..
YSL Opium Advert
When I think of YSL, I think of a sexual and powerful woman so I wasn’t surprised to come across this advert when doing my research. This is however a completely naked Sophie Dahl (she must have been paid a lot!) and consequently attracts an abundance of attention. There were 948 complaints following this perfume advert and so it is said to be the eighth most complained about advert. (Telegraph.com, 2012) I guess I can see where people are coming from; however this image has definitely contributed to how I feel about the iconic and sexual brand and so I’m sure it didn’t damage their reputation too much.
So, after a few examples, we can now come back to our ‘does sex sell’ question. I still hold my view that companies need to attempt to push advertising boundaries in order to compete and stand out from others during a time where keeping up with the market is key to survival. As a consumer, I have already admitted that I am easily bought into the idea and seeing the soaked David Gandy plastered over billboards in the latest Dolce and Gabbana Light Blue advert is definitely going to get my attention and may even encourage me to buy it! (Definitely ruined my boyfriend’s Christmas present. Sorry!) These adverts have obviously created a need for discussion and I’m sure this is the main intention of the marketing manager. Who cares if they stir up a bit of controversy? I am sure that a little sexual debate wont turn away regular consumers and detract them from their core audience. So yes, in my point of view, I do think sex sells – please excuse me while I reach for my latest Elle magazine. I think I just spotted a very naked David Beckham – another Christmas present perhaps...?
By Amelia Sneezum
By Amelia Sneezum