A great debut article. Thank you.

I find it particularly interesting that you’ve used examples that are based on ‘luxury.’ Fast cars and champagne. These products both sell using sex as you described. Do you think that there’s any correlation between ‘luxury and truly sexy ads’ and ‘less luxury and smutty ads’ ?

Luxury and desire are very close to each other. It appeals to a plastic perverted desire, reaching to the impossible: needing more and more, like a feeling of excess. That sort of advertising tries to reach to that point, convincing that you should try it, need it.
A Classy look could look clean but in fact is just the same thing as the dirty perverted thing. (from the sexual point)

Andy,

Luxury products are particularly well suited to sexy advertising because sex, for most poeple, is associated with luxury. I don’t that there’s a correllation between ‘less luxury’ and ‘more smutty’. If anything, when done well, the less luxury items seem to use sex more subtly.

The marketing has shifted to not only women but also androgynous and homoerotic themes used in marketing. The increasing buying power of Western female population (especially perfumes, cloths,e tcetera) led to more depections of attractive men, that is true. But it is the same thing, since:it appeals to repressed sexual desires, which are thought to carry a stronger emotional load. And higher the intrest in buying the products. Censorship has been more tolerable towards explicit sexual content especially in the West, in other parts of the world you see a total ban of sexual scenes. Though I think people/customers are not ignorant and dumb, but since we have been bombarded with advertising through all media (TV,Internet,etc) it turned into a comon thing, we think it is normall to see that shit.

Don’t get me wrong, it’s effective at getting people’s attention, but the question is if it will keep it.

Thats an interesting point of view. What do you think about the marketting used on my examples
above (Moet and Jaguar)?

I think you have made a valid point in that sex does have negative connotations to some demographics. Its a fine line. Think about French connections crude FCUK slogan. It worked for a while but now the negative has taken over the perceived positive and their brand is in ruins, desperately trying to pull itself out of a bad reputation. Sex may work on some of us, but for others it really isn’t the be-all and end-all of life…

I think the examples you have provided really show how sex can sell in the modern age. It’s subtle but effective. Sexy images don’t get in the way of the webpage, but aid it. I think this is the way to successfully use sex.

Matt,

I do think crude/smutty stuff will only appeal to narrow markets. I think Chris is trying to explore the more classy side of sex in design. Would you say sexy ads sway you?

I have been known to stir clear of particular brands because of their association with sex. Personal I do not feel that sex sells to me but I’m sure in the way you describe it, it would sell to vast target audiences.

Most people can see through it, because it so blatant obvious. Dont underestimate people. People in their 50s , they were in the 60s and 70s in their 20s. They were middle in the sexual revolution of the 70s, they observe things just as we do. Even our grandma in their 80s see that.
If it is classy and timeless, like with the champagne add you can serve any audience. If you would use a MTV setting, of course the older will not be attracted to that. But the pronounced sexual desire in adds is felt by nay adult.

Also an add is so fast gone, the only thing you connect desire to the product. It transcends into the desire for buying or getting acquainted with the product. Also lifestyle is mostly connected with the sexyness of a product, if you buy a product you will be part of that.

I’m not in my 50’s…. lol

I’m putting that forward for comment of the year! :D

While not prevalent, there are numerous ads of half-dressed (if even that!) women for gentleman’s clubs. It’s all about “his pleasure,” “his desire,” what “he wants.” It’s a stroke of HIS ego…amongst other things.

More than anything, that was what shocked me as an American coming here and living. Not the ads themselves, so much, but the narrow viewpoint. If you want to be trashy and make money off of it, let’s be honest: men aren’t the only horn dogs. Moreover, straight men and women aren’t the only horn dogs. Personally, because of my own beliefs, I’m not thrilled to see the ads, period. However, business wise, all I can think is “How can they willingly cut out such a huge portion of the market?”

I agree with the others that there is a time, place and method to use ads of a sexual nature, or you will harm one or all of your demographics in time (like in the FCUK case that Matt pointed out). The other odd thing is that we sometimes forget how widely different everyone is and how different we all perceive sex and attraction, too, so I feel it’s better to be abstract and suggestive, rather than so full on. For instance, about the only sexually-charged advertisement that will ever appeal to me is one that is humourous, be it leaning toward perverse humour or something else. This has to do with the fact that, actually sexually, I’m not interested in being attracted to anyone I don’t really know, so the ad doesn’t work on me; humour is the only thing that removes me enough from the situation. In fact, it’s typically a turn off when I see half-dressed people, no matter the sex, in ad that’s supposed to turn me on and make me want to buy the product.

Sex has to be used wisely in advertising. I think the examples you gave, especially the Moet one (because I like it :P), are good examples of how implication and careful settings are often much more powerful than being blunt. It certainly appeals to me a lot more than seeing some girl’s a$$ parked up on my screen while she washes a car.

Good comment,

“better to be abstract and suggestive, rather than so full on”

I completetly agree with you on that. As you said, everyone is different. What attracts some people will make others run for the hills. Best to play it safe and be subtle.