Sexuality and Advertising Chapter 5. Key Points Human sexuality is seen as one of the most potent tools of advertising In his book “Ways of Seeing”

Sexuality and Sexuality and AdvertisingAdvertising

Chapter 5Chapter 5

Key PointsKey Points Human sexuality is seen as one of the most potent tools Human sexuality is seen as one of the most potent tools

of advertisingof advertising In his book “Ways of Seeing” English critic and novelist In his book “Ways of Seeing” English critic and novelist

John Berger says the implicit message of sexuality in John Berger says the implicit message of sexuality in ads is: “The good life in which you can buy whatever you ads is: “The good life in which you can buy whatever you want. To be able to buy is the same things as being want. To be able to buy is the same things as being sexually desirable.”sexually desirable.”

If you buy a given product, Berger adds, you’ll be lovable If you buy a given product, Berger adds, you’ll be lovable and if you can’t, you’ll be less lovableand if you can’t, you’ll be less lovable

He says this means that buying products and services is He says this means that buying products and services is always charged with fantasies and dreams of sexual always charged with fantasies and dreams of sexual desirability and power, even though we may not be desirability and power, even though we may not be conscious that such is the caseconscious that such is the case

Tapping into our DesiresTapping into our Desires Berger’s theory explains, for example, why we often see Berger’s theory explains, for example, why we often see

beautiful young women in ads for autos, beer, fashions, beautiful young women in ads for autos, beer, fashions, etcetc

Often in our unconscious, we make a connection Often in our unconscious, we make a connection between buying a product and becoming desirable to (or between buying a product and becoming desirable to (or emulating) these womenemulating) these women

For other products, handsome men are used in the same For other products, handsome men are used in the same wayway

The subtext of many advertisements, then, involves the The subtext of many advertisements, then, involves the matter of sexuality and desirabilitymatter of sexuality and desirability

Which may explain why the act of buying things is so Which may explain why the act of buying things is so important to people and yields such great anticipated important to people and yields such great anticipated pleasurespleasures

Sex, Sexy, Sexual- and more Sex!Sex, Sexy, Sexual- and more Sex!

It is generally assumed in the advertising It is generally assumed in the advertising industry that there is some kind of a transfer of industry that there is some kind of a transfer of desire from male lust for sexually attractive desire from male lust for sexually attractive women to the products that are being soldwomen to the products that are being sold

Sexuality, sexual desire, lust, even intimations of Sexuality, sexual desire, lust, even intimations of sexual intercourse are ubiquitous in sexual intercourse are ubiquitous in contemporary advertisingcontemporary advertising

In theory, seeing a beautiful woman in a print or In theory, seeing a beautiful woman in a print or TV ad with a certain amount of cleavage TV ad with a certain amount of cleavage showing and other body parts “excites” both men showing and other body parts “excites” both men and women exposed to the imageand women exposed to the image

Sexploitation and AnxietySexploitation and Anxiety This exploitation of the female body can cause a This exploitation of the female body can cause a

sense of inadequacy on the part of many sense of inadequacy on the part of many women– who aren’t six feet tall, don’t have lean women– who aren’t six feet tall, don’t have lean or curvy figures, who aren’t 20 year or curvy figures, who aren’t 20 year old….models/super modelsold….models/super models

As they age, women are put in a no-win situationAs they age, women are put in a no-win situation Beauty is associated with youth, and women are Beauty is associated with youth, and women are

made to feel that when they lose their youth, made to feel that when they lose their youth, they will lose their beautythey will lose their beauty

But while creating this problem, advertising also But while creating this problem, advertising also offers solutions– products/services that will help offers solutions– products/services that will help women become more youthful lookingwomen become more youthful looking

Joe Camel– Sexy???Joe Camel– Sexy???

Problems for men too who see these Problems for men too who see these gorgeous women in advertising and gorgeous women in advertising and become dissatisfied with their become dissatisfied with their spouses/mates/sexual partnersspouses/mates/sexual partners

The government cracked down The government cracked down

on the Joe Camel campaign on the Joe Camel campaign

calling it to influential among calling it to influential among

young peopleyoung people

Joe Camel: X-Rated Smoke?Joe Camel: X-Rated Smoke?

An AMA study about the cartoon figure Joe An AMA study about the cartoon figure Joe Camel became “twice as familiar” to 3-to-6 years Camel became “twice as familiar” to 3-to-6 years olds “as a box of Cheerios” and became as well olds “as a box of Cheerios” and became as well known as Mickey Mouseknown as Mickey Mouse

The ads played an important role in making The ads played an important role in making Camels “the brand of choice among male Camels “the brand of choice among male children, 12-to-17 years old”children, 12-to-17 years old”

In her article “Joe Camel, an X-Rated Smoke” In her article “Joe Camel, an X-Rated Smoke” from 1992 Marjorie Garber broke down the from 1992 Marjorie Garber broke down the power of the Joe Camel image/drawingpower of the Joe Camel image/drawing

Phallic Symbols- say it ain’t so Joe!Phallic Symbols- say it ain’t so Joe!

““His long straight snout bulgesHis long straight snout bulgesfrom above two pouchy folds…from above two pouchy folds…a lighted cigarette hanging froma lighted cigarette hanging fromhis lips”his lips”There’s the Freudian idea that noses and There’s the Freudian idea that noses and cigars are some of the most commonly used phallic cigars are some of the most commonly used phallic

symbolssymbols““It is the unconscious appeal to sexual potency that is It is the unconscious appeal to sexual potency that is

behind the acceptance of puerile (juvenile, childish) behind the acceptance of puerile (juvenile, childish) young males of Joe Camel’s inducements to choose young males of Joe Camel’s inducements to choose Camel cigarettes” –Arthur Asa BergerCamel cigarettes” –Arthur Asa Berger

ConclusionsConclusions

Berger: “We must never underestimate the power of Berger: “We must never underestimate the power of sexual images to affect us in mysterious and profound sexual images to affect us in mysterious and profound waysways

““But the incessant clutter of sexual images may weaken But the incessant clutter of sexual images may weaken the power of any one ad/cx to sell us some the power of any one ad/cx to sell us some product/service and…having an impact on our sexual product/service and…having an impact on our sexual liveslives

““There is so much vicarious sex in our lives that the “real There is so much vicarious sex in our lives that the “real thing” may be losing its appeal for a goodly number of thing” may be losing its appeal for a goodly number of people”people”

The law of diminishing returns may be in play! The law of diminishing returns may be in play!