Sex sells. Even if you might not see it.
‘What is it you are trying to sell?’ This is the question many companies ask themselves. A majority of them would not say they are trying to sell sex. Yet, many of them are selling just that. And they are pros when it comes to advertising sex. Some companies are more direct and some are discreet. Sometimes too discreet.
Let’s be honest here. Sex is everywhere. Sex sells. Sex sells music, sex sells clothing, sex sells beauty products and much much more. And ‘sex’ is the one word that is going to be mentioned here more times than it is necessary. So let’s hop on this three-letter train. Get it?
The tactic to use sex as an advertising component is mostly aimed towards younger audiences and easily influenced. Intriguing visual imagery or exaggerated symbolism, sexual innuendos, are all used to grab the attention of the viewer with the hopes of turning that viewer into a consumer. While talking publicly about sex is considered a taboo, selling it is not. One of the first adverts to test this concept was Pearl Tabacco label in 1871.
A study done by Georgia University showed that sex is mainly used to sell consumable products like cosmetics, clothing or alcohol. However, it is not effective when selling high-risk or informational products like appliances or banking services. Products that did not use sex as a part of their ad were charity organizations and computer companies. So what it is about sex? Why does it sell? Because it attracts attention. It is simple biology. People are naturally programmed to notice sexually relevant information. When you understand how humans think, it is easy to manipulate them. There is a pattern to everything.
There is always a way around. Companies like Coca-cola, Pepsi and even Skittles found ways how to subtly incorporate sex into their ads. David Ogilvy, the modern Father of Advertising, once said: “A good advertisement is one which sells the product without drawing attention to itself.” In short, be subtle. Many companies use subliminal messages in their advertising. They are designed to engage people on a subconscious level. These adverts use various shapes, colours, and slogans that form small but powerful associations in costumers’ brains between a brand and an intended meaning.
Can you spot the word sex? Instead of ‘explosion’, it says ‘sexplosion.’ One may never look at the Skittles the same way as before. Sex steals innocence.
Take this coke can ad, for instance. If you look closely you can spot a female figure lying on the top of the can. Just one of the sneaky ways to include sex into ads. Since Coca-Cola is loved by many families and kids, the company had to find a subtle way to incorporate the ‘S’ word into its advertising.
Pepsi is a culprit too. Look at this can from 1990. When you stack two cans on top of each other they spell out the advertiser’s favorite word.
Or embedding the word into the boy’s clothing.
If one wants, one can achieve. Sexual subliminal messages can appear in advertisements in various ways. In many of the following examples, the word “sex” or other sexual cues are hidden in the image. Whether it is in the visuals, in the objects or in the slogan itself.
Are these just unlucky coincidences? It does not look like it. Check out this ad for Heineken. If you flip the poster upside down it showcases a female’s bottom and legs. It hides a sexual innuendo as well. The text within the label says ‘imported from Holland’. Holland is usually stereotyped as a place people go to see or pay for strippers and prostitutes since it is legal in the country. Another coincidence?
Warning: Do not scroll down if you are a Disney die-hard fan!
In this banner from Subway’s official website, the steam spells, yes, you guessed it — ‘sex.’
And even the beloved Disney could not resist this sneaky game. No wonder, since The Walt Disney Company is one of the oldest conglomerates for entertainment.
Ever wondered why Facebook is so popular?
These are just a few examples of subliminal messages. The question of whether it is done on purpose or whether it is just a human imagination is a subjective one. Considering the fact, that people are primal creatures, they can find sex in anything and everywhere, if they really want to.
But is using sex to sell something only a negative thing? It leaves one to wonder whether there are some good examples of using sex in the advertisement. Luckily, here is one:
This simple yet clever Durex ad is one of a kind. Since Durex is a condom brand they literally sell sex. The simple message behind this is “wear protection, practice safe sex or deal with the consequences.”
Sex has been a part of the commercial industry from the beginning. It seems it is an essential element for companies in order to sell more of their products. Even for companies that people do not usually associate with sex. However, many companies are guilty of using sexual subliminal messages as a vital part of their adverts. It is everywhere and it cannot be escaped. The only solution is to be more clever than companies think people are. If you are able to see it, you are able to resist it. Let the ad people know that it takes a lot more to trick the consumers than just placing the ‘sex’ word subtly in front of their eyes.
Sources:
MARISSAARNETT. “ Sexual Subliminal Messages in Advertising”. Subliminal Media.2015.https://subliminalmedia.wordpress.com/2015/04/28/examples-of-subliminal-messages. Accessed 02 Nov. 2019.
Mulvey,Jeanette.“ Why Sex Sells…More Than Ever”. Business News Daily. 2012. https://www.businessnewsdaily.com/2649-sex-sells-more.html. Accessed 02 Nov. 2019.
Schafer, Cole. “ Does sex sell? An in-depth look at sex in advertising.”. Honey Copy.2018. https://www.honeycopy.com/copywritingblog/sex-sells. Accessed 02 Nov. 2019.
