Images of Sex and Beauty

Sex. Beauty. Sex. Beauty. Our culture is so inundated with images of sex and beauty that it has become an integral part of marketing communications. What better way to capture the attention of a large portion of a demographic than by littering messages with beautiful naked people in suggestive poses? That has been the question posed to countless marketers and advertisers, who so often give in. In the international arena, the appeal continues. Perhaps subtle nuances in what is deemed beautiful or how far a company will go may change, but the theme remains constant. Beauty captivates. Sex sells.

Detail: Sexodrome and Shopping

The Sexodrome is an enormous ode to sexual permissiveness. Located in the heart of Paris’ red light district, directly opposite the Moulin Rouge, the store sells anything and everything to get a person in the mood. It is mentioned here, not because of its merchandise, but because of how it compares in an international perspective.


Discussion

Imagining a store of this scale in New York or Jerusalem is near impossible. Not because sex does not happen in those places, but because it is not expressed in such a manner. Cultural acceptance and tolerance is something marketers must take particular note of. Even within Paris, there could be only one place where this store is accepted. For many marketers, using sex in an advertisement easily distinguishes it from others. But in this particular district, where everyone uses sex to sell, it is interesting to see how marketers are able to differentiate themselves. This storefront is impeccably done. The figures are depicted in a not-too-scandalous manner. They are each portrayed in a singular vignette. They move. Each window tells a story. This marketing ploy gets people to take notice of the store, and to take time to study it. This storefront received far more attention than the store next door, with just two naked women in the window. Sex in advertisements must be done smartly; otherwise, it becomes wasted space.


The advertisement above was found on a street post in a predominantly Turkish part of Berlin. It is an example of how using sex in an advertisement can alienate it from the target demographic. The image is of two attractive individuals with heavily Nordic and Germanic features. The text reads, “I am looking for love. The only true love. Shopping.” This message has difficulty relating to its audience. The majority of people viewing this ad in this particular neighborhood would be from a lower income household, and would therefore not relate to extravagant shopping. Furthermore, the people portrayed in the ad are of a completely different nationality than the audience, which creates a greater lack of connection between audience and message. This is an example of how using sex and beauty can alienate a customer.

Highlights

- sex can sell, but only when used appropriately and for the right demographic
- audience differences play heavily in how marketers can use sex and beauty in multicultural markets
- the demographic should define the ad, not the other way around