Dec 18 2008
Sex does sell… apparently.
Everyone has heard that saying, unless you’ve been living under a rock. Maybe even there. It’s said about advertising, movies, books and music videos. Why the ho shakin’ her butt in hot pink hot pants to a song about growing up in the bad part of town? Because it’s sexy and people will watch it. Why do all of these foreign films in the video store have a cute young woman on them, in tight spandex with a gun and nothing to do with the movie at all? Because, the American audience (not just us, but you know what I mean) will pick it up. So why all of these sexy ads, that are actually a bit more vulgar than you may at first think? Because, vodka, perfume, cars and dog food don’t sell themselves. Well, maybe the last one.You’d think that with our country progressing the way it is (we could have had a female president or a female VP for heaven’s sake) and women standing up and being heard these days that the same stereotypes wouldn’t keep popping up. But they do!
I’m going sum up what can be found here by Alex Leo.
Firstly we have bondage. Yeah, everyone likes a little bit, as made apparent by Remy Martin’s recent campaign. I’m sure the other ads are much more provocative than this one, but I can’t seem to find any more images online. This is the one featured in the article and I’ve added a few more of my own, that I think are better examples. I love that Alex states that these are so popular, even when women are becoming more empowered, because this ad seems to “put us back in our place.” (”Us” being women, our place being…)
These were put on Ketchup bottles - very awesome! They say “Harder” and “hit it again”
Tagline says that saddle pain is now a choice.
Second is… good ol’ fashion rape! (Note: I in no way condone rape, it’s just an introduction.) Alex states that the fashion industry is the most common one to use this route and I have to agree. Fashion is usually just as sexual as alcohol ads and probably more violent. Here’s the image Alex shows first. Although this can certainly be taken that way, I think I’ve seen worse things in the Abercrombie fashion catalogs that feature teens that look like they’re 14 in sexual situations. Following this image is my humorous take on rape in the magazine world. Which looks more like rape to you?
Third is, for lack of a better word, the trend of selling things using sluts. (OH! Sexually promiscuous, that’s a better way to state it.) The first is Alex’s and I have to agree - she sums it up best when she says, “They’re offering you… the ultimate fantasy: a virgin who won’t say no to anything.” The tagline, in case you can’t read it, says “You know you aren’t the first.” This is a great example, but you have to admit - slutty women have been used to sell lots of things - from cars, clothes, alcohol, cigarettes, condoms and even the Young Guns (an advertising award organization.) Again, this are slutty, but are done so well… you still want to take her home afterwards. (Or him, in this case.)
It says “I don’t care if it’s with a girl or boy partner as long as I get my piece in.” How awesome is that?
Then we have Girl on Girl action, which will probably be around until the end of time. This is everywhere too! From the “Double your pleasure” twins for gum to camera ads. Because that’s exactly what you need if you are ever in a situation lucky enough to see this phenomena. You have to admit though - these aren’t nearly as controversial as man on man images. What’s the saying about women being one drink away from lesbianism? I’m sure it’s true. Most women have experimented with another women (one drunken night in college) whether they’re interested or not. Usually it’s just to please a boyfriend (or a group of them.) It’s pretty accepted these days, isn’t it? Even me, a very heterosexual woman who is fairly straight laced… I’m not offended by this type of thing at all. If two women can make men buy a camera, more power to them.
And lastly… this one is a bit R-Rated… the last sexy/sexist thing that sells? Explosions of a sort. You’ll see this everywhere, in seemingly innocently ads - champaign bottles popping in a New Year’s Eve commercial, fireworks exploding, wet t-shirt contests and waves crashing. Here’s one for something fairly normal: perfume! But with a tagline like “I want you all over me” how the hell is that SUBTLE?! It’s not.
So, try as you might, these will probably always be around. When it’s done cleverly, sex can be very successful. It needs to be intelligent, funny and new. When it’s just a beautiful face on a hot body holding your product… you’re underestimating your audience. Will you buy Guitar Hero for the DS just because Heidi Klum is dancing around in a t-shirt? Probably not. If you weren’t interested to begin with, you probably aren’t now. At least… not interested in much besides the commercial.
Send me your questions, people! I need to feel useful! cre8.above.all.else@gmail.com is where you can find me.
Fascinating posts! I read through it all, and loved the images.
Wasn’t all that comfortable with the rape ones, though. :/ And I wouldn’t have even thought it if I’d seen the ads. -wry-
I completely agree - the rape ones are a bit hard to look at once you know what you should be looking for. I wouldn’t have noticed this stuff either - especially with high fashion, I usually just think it’s pretty art direction and photography, but no real concept behind it. I’ll dissect each and every “innocent” ad I see from now on, though.
Thanks for the comment.
Agreed. I can’t believe that we in the art world are producing these images for the general public and they are eating them up. I’m not for censorship so I wholly agree with the idea of making these art pieces, and that’s what this writer is saying and making it abundantly clear in each of her posts: Ads are not simply thrown together to sell a pair of shoes, it’s a piece of art, with thoughts, feelings, and brains behind each placement of each item in each sector of each piece.
I for one will be looking through magazines now with an open mind and eyes. Thank you!