THE TRICKS OF THE TRADE

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THE TRICKS OF THE TRADE

• Nicolas Elias

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VARIED USE

• Sex is used in advertising ranging from the overt
  and openly sexual to the complete opposite, the
  use of subtle and subliminal imagery.

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TYPES OF SEXUAL CONTENT IDENTIFIED IN RESEARCH

• Nudity/Dress
• Sexual Behavior
• Physical Attractiveness
• Sexual Referents
• Sexual Embeds

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Nudity/Dress

• Nudity does not imply that models are completely
  unclothed however, it refers to the amount and
  style of clothing worn.
  
• It is the most important sexual advertising tool.

- Ad for Elle Intimates.
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Sexual Behavior

• Mainstream advertising omits the sex act but
  permits sexually provocative behavioral
  displays.
  
• Can be either individual or interpersonal sexual
  behavior.
  
• Also includes both verbal and non-verbal
  communication.
  

- Diesel ad banned due to overtly sexual content
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Physical Attractiveness

• Refers to the general level of a models beauty.
• Often incorporates facial beauty, complexion,
  hair, and physique.
  
• Play a central role in sexual attraction.

- Jessica Alba in a Korean cosmetics ad.
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Sexual Referents

• Allusions or references to events or objects with
  sexual meaning.
  
• Use of double entendre and innuendo.
• Includes facilitating factors
• Setting and location
• Music
• Lighting
• Design Elements
• Camera Techniques
• Editing

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Sexual Embeds

• Content interpreted as sexual at the subconscious
  level.
  
• Most controversial form of advertising.
• Includes words and non-perceptible objects that
  can connote sexuality.
  
• Can also include small images of genitalia, body
  parts, and people.

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Advertising Aids

• Large reliance on other advertising factors.
• Use and manipulation of media to enhance appeal.
• Heavy reliance on computers recently.
• Use of graphic/art design and Computer Aided
  Design to improve the final advertising
  creation.
  
• e.g.. To increase sexual appeal, physical
  attributes with sexual connections, such as the
  breasts may be visually enhanced.

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Effectiveness

• Ongoing debate about
• sexualitys effectiveness.
• Professional studies and
• scholarly articles claim that
• effectiveness is overrated.
• Advertising Firms and Businesses
• however are reliant on sexual
• advertising and are staunch
• believers in its effectiveness.

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Works Cited Bibliography

• Reichert, Tom (2003), The Erotic History of
  Advertising, Amherst, NY Prometheus
  
• LaTour, Michael, and Tony L. Henthorne (2003),
  Nudity and Sexual Appeals Understanding the
  Arousal Process and Advertising Response, in Tom
  Reichert and Jacqueline Lambiase (Eds.), Sex in
  Advertising (pp. 91-106). Mahwah, NJ Erlbaum.
• Soley, Lawrence, and Leonard Reid (1988), Taking
  it Off Are Models in Magazine Ads Wearing Less?
  Journalism and Mass Communication Quarterly, 65
  (Winter), 960-966.
• Reichert, Tom, and Art Ramirez (2000), Defining
  Sexually Oriented Appeals in Advertising A
  Grounded Theory Investigation, in Advances in
  Consumer Research, Vol. 27, Stephen J. Hoch and
  Robert J. Meyer, eds. Provo, UT Association for
  Consumer Research, 267-273.
• Sex in Advertising. 6 Sept. 2006. 26 Oct. 2006
  
  
• Image Citation
• www.adbox.com
• www.elle.com/archives
• www.adcollection.com
• www.cutebox.com
• www.adage.com
• www.puma.com