Lecture 10Sex in adsMost picture sexiness/sexuality from the heterosexual male perspectiveFocus on the appearance of sexiness, not the existence of sexual pleasure, risks of sexQuestions about sexSTD statsSex as commercial enterpriseSex as empowermentNo longer just to get attention73% of ads offer sexually-related brand benefit1.youll be more sexually attractive2.yould have more or better sex.3. You’ll just feel sexier for your own sakeAbercrombie catalogs:Racy because ‘sex sells’.Short term vs long term sales results?American apparelHas several “banned” adsCEO controversiesAds that depict rape culture and violenceOften get pulled because of backlash, but again toProducts as sexyProtagonists (usually male) finds sexual pleasure through the internetWomen engaging in sexual behaviors with the productProducts as sexySexualityHeteronrativityWhy avoid this:EqualityBuying powerLoyalty for LGBT-friendly companiesMedia segmentation/ sponsorships allow for target messagingGay window advertisingDifferent celebrities coming out and modeling trans gender clothingFemale told she was too old to model- cut her hair short and started modeling men’s clothingBrittney Griner Nike contractMarriot lgbt couples and families campaign #lovetravelsIkea: 1994- one of the first gay oriented ads doneLevi’s commercial- an ad that could be both gay and straight depending on the channel it was put on. Then went to go share it more than jus the lgbt communitiesJC PennyMade a mothers day lgbt adConsumers hated itThey responded by making a fathers day ad of the sameMarriage equality adsMinnesotaNew yorkBut all straight couples- so to appeal to the straight community.JAMS 214 1st EditionLecture 10 Sex in ads- Most picture sexiness/sexuality from the heterosexual male perspective- Focus on the appearance of sexiness, not the existence of sexual pleasure, risks of sexo Questions about sexo STD stats- Sex as commercial enterprise- Sex as empowerment- No longer just to get attentiono 73% of ads offer sexually-related brand benefito 1.youll be more sexually attractiveo 2.yould have more or better sex.o 3. You’ll just feel sexier for your own sake- Abercrombie catalogs: o Racy because ‘sex sells’.o Short term vs long term sales results?- American apparelo Has several “banned” adso CEO controversies- Ads that depict rape culture and violence o Often get pulled because of backlash, but again to- Products as sexyo Protagonists (usually male) finds sexual pleasure through the internetThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. Women engaging in sexual behaviors with the product Products as sexy- Sexualityo Heteronrativityo Why avoid this: Equality Buying power Loyalty for LGBT-friendly companies Media segmentation/ sponsorships allow for target messaging- Gay window advertisingo Different celebrities coming out and modeling trans gender clothingo Female told she was too old to model- cut her hair short and started modeling men’s clothing- Brittney Griner Nike contract- Marriot lgbt couples and families campaign #lovetravels- Ikea: 1994- one of the first gay oriented ads done- Levi’s commercial- an ad that could be both gay and straight depending on the channel it was put on. Then went to go share it more than jus the lgbt communities- JC Pennyo Made a mothers day lgbt ado Consumers hated ito They responded by making a fathers day ad of the same- Marriage equality adso Minnesotao New yorko But all straight couples- so to appeal to the straight