Marketers have been pushing the envelope for years trying to walk the ever so delicate line of racy and raunchy. Should sexual content be used in marketing promotions? Let's weigh the pros and cons.
Pros:
1. Sex is stimulating. Compelling. Addictive. And it sells. You can't deny that sex grabs your attention. Even as a female, I can't help but stare when a bikini clad women crams a guacamole cheeseburger down her throat while washing her car or when a scantily clad couple is rolling around in high def. For men especially, visual imagery can instantly ignite stimulation and like a trainwreck, we are compelled to stay glued to the scene. Sex releases the chemical oxytocin which aids in a bonding emotion. Though this is released through actual relations, the mental connection is still there and aroused by basic imagery or thoughts. On top of the obvious endorphins, even thinking about sex can make one feel good, happy, alive. Typically when one feels good, happy, and alive, and associates those feelings with your product or cause, it's a recipe for some pretty spectacular R.O.I.
Cons:
1. If you misinterpret your target demographic, you may offend and/or lose them. Both Carls Jr and JC Penny as well as a handful of other brands have experienced loss of consumer loyalty through their objectification. You can also run the risk of your consumer being so consumed with the sexual imagery, they ignore or forget your brand/product completely.
2. Selling sex cheapens it. Sex is a beautiful, wonderful thing- when in the context it was intended for. Call me old fashioned, but I'd like to think that my body is an invaluable gift- not something to give away or objectify for a cheeseburger or sniff of cologne. Sex is sacred, and when media positions it as something to throw around willy-nilly, it loses that. It's now something of mild entertainment and recreation. Despite the popular media belief, not everybody is doing it. Sex sells cheap, but the cost is extravagant.
3. It can be socially irresponsible. Some advertisers have found a way to responsibly promote sexual products to the appropriate demographic (In my opinion, KY-Yours + Mine and Lotions and Lace fit this description). Most have not. The concluding line of the Ketchum blog states:
"The pornification of pop culture is having a more profound influence on perceptions and behaviors than we may want to acknowledge. For youth marketers in particular, it’s a topic of serious importance. The next social responsibility battleground, it seems, is addressing and portraying sexuality in healthy terms. It doesn't have to be something we giggle about like confused 12-year-olds anymore. Maybe it’s time we all grew up – marketers included."I personally don't care for the times I have had to explain to an eight year old what Viagra does and why a 4-hour erection could be detrimental to ones health, or watch an eleven year old giggle at the couples hair standing up straight after an electrifying experience. Aside from being uncomfortable, I want to be able to watch a family television show without worrying about children's eyes being subjected to adult material. It concerns me to leave the goal of "portraying sexuality in healthy terms" to an ad agency that wants to sell condoms or beer. If the primary goal is sales, not my kid, that means the passion is in the numbers, not the nurture, and there will never be an objective consensus on this matter.
If you ask me, when it comes to selling sex, the cons outweigh the pros 3-1 easily. While I can't deny the success of brands like David Beckham and Victoria's Secret, I can't help but think that all of this imagery is taking a detrimental toll on my sexual well-being. What do you think?
Mood: Tainted
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