Help! Sex Sells … Everything!
In a world of mass-consumerism, ‘sex sells’ is bloody everywhere. Fragrance, fashion, music … you name it, it’s got it!
© Dolce&Gabbana / Sourced from Cole Schafer (honeycopy.com)
Here we are, catapulted into the third decade of the 21st century, and the common advertising practice of ‘sex sells’ is still the most prevalent form of pushing product sales in almost every area of consumerism that you can imagine. From fragrances to beauty products, fashion to music, and even in the literary world (Fifty Shades of Grey I’m looking at you) sex sells is a mantra which is inescapable, simply because it actually works. Please tell me I’m not the only one that despairs at the lack of diversity in advertising techniques every time I walk down the high street, ‘turn on’ the TV or flick through a magazine?
Granted, sex is sometimes an inevitable form of advertising for certain specific companies. Ann Summers and Durex would certainly have a hard time hunting for alternative inspiration. But what’s the excuse for fashion labels, make-up brands and the music industry? I think products can still be marketed with sexual appeal without displaying almost uncomfortable images such as the one pictured above, in which a submissive woman is surrounded and held down by several men. Now this may be some people’s fantasy, but who can blame me for pointing out that this would actually put some consumers (like me) off buying the product altogether?
I understand that for beauty brands and some fashion labels ‘sex sells’ works because women want to feel beautiful and sexy. I’m just saying that this can be marketed in slightly different ways. For example, ads can boost self-esteem and appeal to women as strong and independent beautiful figures, rather than ones who need make-up, fashion and fragrance for the benefit of society. Or the benefit of the six foot, six-packed guy modelling alongside his female counterpart. Newsflash, you can’t score a model belle or beau by buying an Emporio Armani perfume or a pair of Calvin Klein jeans. It just doesn’t work like that. Oh, and you can’t make your significant other look like a model just from buying them those very jeans. Sorry to break it to you.
Sex sells in the music industry has been escalating for decades, especially since the outbreak of rock and roll and the following widespread hysteria over figures such as Elvis Presley and Mick Jagger. In modern times, we witness sex sells in every facet of the industry, from album covers to music videos, to live performances and even the lyrics themselves. In 2012, a study revealed that 92% of the 174 songs that made it onto Billboard’s Top 10 had sexual or reproductive references. Catchy beats and infectious sounds are often tainted by talent-less and meaningless sexually explicit lyrics, especially in the R&B, hip-hop and pop world.
To get anything to sell and popularise in the mainstream pop charts, many female artists resort to the inclusion of twerking, slut drops and shooting squirty cream from their chests in their music videos. Take Miley Cyrus for example; she realised she couldn’t become a global superstar from releasing tame country tunes or cheesy Hannah Montana-esque teenage tracks, so she released pop hits in which she sang about wild parties and drug use whilst sticking her tongue out every five-bloody-seconds. This was ensued by sexually provocative movements and swinging practically half-naked from a wrecking ball. Wow. What a way to bring in the sales. And the worst part? It worked. Globally. Sex sells = super stardom. The cash came rolling in. Or more like raining down. That is the sad reality, mainly regarding female music artists who are trying to make it big in the industry.
On the other hand, some female artists sing about sex in a way which confronts the taboo of female sexual expression. Female artists strive to destigmatize the female desire for sex, insisting that they can be sexually open and expressive without being derogatorily labelled as sluts, sex-addicts or cougars. Perhaps the most significant leader of this movement was Madonna, but many current artists are following in her footsteps. I completely support this, but using sex to sell music in most other forms, as I previously discussed, is just getting boring.
The emergence of British artists such as Adele, Ed Sheeran and Lewis Capaldi have provided a breath of fresh air, proving that it is still possible to become the biggest names in music on the planet through pure talent, creativity, raw emotion and public charisma, whilst shunning any use of the sex sells practice. Even US sensation Lizzo has traversed boundaries in this area, emulating sex sells in a more appropriate format by using it to promote body confidence and positivity. She overtly leads the way for plus-size women, insisting that they should not be excluded from embracing their femininity and sexuality, or even from using the ‘sex sells’ practice if they want to. Luckily Lizzo has managed to retain her talent rather than losing it; with smash hit singles and one of the biggest selling albums of the year, she has recently scooped three Grammy awards and established herself as a new major figure in music’s hall of fame.
Ultimately, we cannot escape ‘sex sells’ as a medium that rules the advertising world. Having settled itself as the most lucrative branch of advertising, a sure-fire money-making technique, it won’t be going away anytime soon. Alas, we must sit back and hope that brands will seek a more adventurous, interesting and captivating form of advertisement, even if it is just to provide a little variety against the backdrop of sex-heavy marketing. As I sit in Costa sipping my one shot skinny latte, I come across a tweet on Twitter about a NARS make-up advert in which a nude lipstick is advertised to look like a penis. Well done capitalists, you’ve scored another controversial marketing scheme to line your pockets with.
A shame about my sexuality, otherwise I would’ve quite liked that lipstick.
