Sexuality in Lifestyle Branding

Alyssa Aldrich

Thesis Using sexual images in advertisements

captures the attention of the reader and it creates an association of sexiness with the company’s product, which creates sexuality as a lifestyle brand you “buy” along with the product.

Ads Being Analyzed in this content Analysis…

The visual texts being analyzed come from fifteen different companies and several ads were analyzed from each brand. The texts are from different companies, including Abercrombie and Fitch, Calvin Klein, BMW, Adidas, Nike, Axe, Herbal Essence, UGG boots, PETA, Prada, and Dolce and Gabbana.

BY USING SEXUALITY TO CREATE A LIFESTYLE BRAND

Certain values and attitudes toward sex are being “sold” along with the product.It could be that “innocence is sexy” like the UGG ads.

POSSIBLE (BUT IMPROBABLE)

SOCIAL IMPLICATIONS

*Increase in promiscuity*A casual perception on sex*A confusion as to what product the ad is selling

Sexuality in ads to create a lifestyle brand with the company*Is popular among clothing and hygiene companies, as well as some car companies because those are the products in which people want to feel sexy using, so the company wants the consumer to associate sexiness with their products.*Continues to increase because people are curious about sexuality and the experience in marketing has been that sexuality in advertisements sells products!