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class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Sexual_embeds"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.3</span> <span>Sexual embeds</span> </div> </a> <ul id="toc-Sexual_embeds-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Gender_roles" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Gender_roles"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.4</span> <span>Gender roles</span> </div> </a> <ul id="toc-Gender_roles-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-History" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#History"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>History</span> </div> </a> <button aria-controls="toc-History-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle History subsection</span> </button> <ul id="toc-History-sublist" class="vector-toc-list"> <li id="toc-Sex_and_soap" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Sex_and_soap"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.1</span> <span>Sex and soap</span> </div> </a> <ul id="toc-Sex_and_soap-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Kamasutra_condoms_in_India" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Kamasutra_condoms_in_India"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.2</span> <span>Kamasutra condoms in India</span> </div> </a> <ul id="toc-Kamasutra_condoms_in_India-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Benetton" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Benetton"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.3</span> <span>Benetton</span> </div> </a> <ul id="toc-Benetton-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Calvin_Klein_–_sex_and_jeans" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Calvin_Klein_–_sex_and_jeans"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.4</span> <span>Calvin Klein – sex and jeans</span> </div> </a> <ul id="toc-Calvin_Klein_–_sex_and_jeans-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-The_film_industry" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#The_film_industry"> <div class="vector-toc-text"> <span class="vector-toc-numb">3.5</span> <span>The film industry</span> </div> </a> <ul id="toc-The_film_industry-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Effectiveness" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Effectiveness"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>Effectiveness</span> </div> </a> <button aria-controls="toc-Effectiveness-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Effectiveness subsection</span> </button> <ul id="toc-Effectiveness-sublist" class="vector-toc-list"> <li id="toc-Effective_use" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Effective_use"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.1</span> <span>Effective use</span> </div> </a> <ul id="toc-Effective_use-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Ineffective_use" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Ineffective_use"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.2</span> <span>Ineffective use</span> </div> </a> <ul id="toc-Ineffective_use-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Gender_differences" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Gender_differences"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.3</span> <span>Gender differences</span> </div> </a> <ul id="toc-Gender_differences-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Cultural_differences" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Cultural_differences"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.4</span> <span>Cultural differences</span> </div> </a> <ul id="toc-Cultural_differences-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Prevalence" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Prevalence"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>Prevalence</span> </div> </a> <ul id="toc-Prevalence-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Criticism" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Criticism"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Criticism</span> </div> </a> <button aria-controls="toc-Criticism-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Criticism subsection</span> </button> <ul id="toc-Criticism-sublist" class="vector-toc-list"> <li id="toc-Stereotypes" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Stereotypes"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.1</span> <span>Stereotypes</span> </div> </a> <ul id="toc-Stereotypes-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Objectification" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Objectification"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.2</span> <span>Objectification</span> </div> </a> <ul id="toc-Objectification-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Social_norms" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Social_norms"> <div class="vector-toc-text"> <span class="vector-toc-numb">6.3</span> <span>Social norms</span> </div> </a> <ul id="toc-Social_norms-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Further_reading" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Further_reading"> <div class="vector-toc-text"> <span class="vector-toc-numb">9</span> <span>Further reading</span> </div> </a> <ul id="toc-Further_reading-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-External_links" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#External_links"> <div class="vector-toc-text"> <span class="vector-toc-numb">10</span> <span>External links</span> </div> </a> <ul id="toc-External_links-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav 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class="firstHeading mw-first-heading"><span class="mw-page-title-main">Sex in advertising</span></h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 12 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-12" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">12 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-bn mw-list-item"><a href="https://bn.wikipedia.org/wiki/%E0%A6%AC%E0%A6%BF%E0%A6%9C%E0%A7%8D%E0%A6%9E%E0%A6%BE%E0%A6%AA%E0%A6%A8%E0%A7%87_%E0%A6%AF%E0%A7%8C%E0%A6%A8%E0%A6%A4%E0%A6%BE" title="বিজ্ঞাপনে যৌনতা – Bangla" lang="bn" hreflang="bn" data-title="বিজ্ঞাপনে যৌনতা" data-language-autonym="বাংলা" data-language-local-name="Bangla" class="interlanguage-link-target"><span>বাংলা</span></a></li><li class="interlanguage-link interwiki-be mw-list-item"><a href="https://be.wikipedia.org/wiki/%D0%A1%D0%B5%D0%BA%D1%81_%D1%83_%D1%80%D1%8D%D0%BA%D0%BB%D0%B0%D0%BC%D0%B5" title="Секс у рэкламе – Belarusian" lang="be" hreflang="be" data-title="Секс у рэкламе" data-language-autonym="Беларуская" data-language-local-name="Belarusian" class="interlanguage-link-target"><span>Беларуская</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/Sex_v_reklam%C4%9B" title="Sex v reklamě – Czech" lang="cs" hreflang="cs" data-title="Sex v reklamě" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Sex_sells" title="Sex sells – German" lang="de" hreflang="de" data-title="Sex sells" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Sexo_en_la_publicidad" title="Sexo en la publicidad – Spanish" lang="es" hreflang="es" data-title="Sexo en la publicidad" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%AC%D8%A7%D8%B0%D8%A8%D9%87_%D8%AC%D9%86%D8%B3%DB%8C_%D8%AF%D8%B1_%D8%AA%D8%A8%D9%84%DB%8C%D8%BA%D8%A7%D8%AA_%D8%AA%D8%AC%D8%A7%D8%B1%DB%8C" title="جاذبه جنسی در تبلیغات تجاری – Persian" lang="fa" hreflang="fa" data-title="جاذبه جنسی در تبلیغات تجاری" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/%C3%89rotisme_dans_la_publicit%C3%A9" title="Érotisme dans la publicité – French" lang="fr" hreflang="fr" data-title="Érotisme dans la publicité" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Pubblicit%C3%A0_erotica" title="Pubblicità erotica – Italian" lang="it" hreflang="it" data-title="Pubblicità erotica" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-lt mw-list-item"><a href="https://lt.wikipedia.org/wiki/Seksualizuota_reklama" title="Seksualizuota reklama – Lithuanian" lang="lt" hreflang="lt" data-title="Seksualizuota reklama" data-language-autonym="Lietuvių" data-language-local-name="Lithuanian" class="interlanguage-link-target"><span>Lietuvių</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%A1%D0%B5%D0%BA%D1%81_%D0%B2_%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%B5" title="Секс в рекламе – Russian" lang="ru" hreflang="ru" data-title="Секс в рекламе" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-sat mw-list-item"><a href="https://sat.wikipedia.org/wiki/%E1%B1%AE%E1%B1%B0%E1%B1%B5%E1%B1%B7%E1%B1%9F%E1%B1%A8%E1%B1%B4%E1%B1%9F%E1%B1%AD%E1%B1%A4%E1%B1%A1%E1%B1%A4%E1%B1%9D_%E1%B1%A8%E1%B1%AE_%E1%B1%A1%E1%B1%9F%E1%B1%B1%E1%B1%9F%E1%B1%B1%E1%B1%9F%E1%B1%9D" title="ᱮᱰᱵᱷᱟᱨᱴᱟᱭᱤᱡᱤᱝ ᱨᱮ ᱡᱟᱱᱟᱱᱟᱝ – Santali" lang="sat" hreflang="sat" data-title="ᱮᱰᱵᱷᱟᱨᱴᱟᱭᱤᱡᱤᱝ ᱨᱮ ᱡᱟᱱᱟᱱᱟᱝ" data-language-autonym="ᱥᱟᱱᱛᱟᱲᱤ" data-language-local-name="Santali" class="interlanguage-link-target"><span>ᱥᱟᱱᱛᱟᱲᱤ</span></a></li><li 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For other uses, see <a href="/wiki/Sex_Sells_(disambiguation)" class="mw-redirect mw-disambig" title="Sex Sells (disambiguation)">Sex Sells (disambiguation)</a>.</div> <style data-mw-deduplicate="TemplateStyles:r1251242444">.mw-parser-output .ambox{border:1px solid #a2a9b1;border-left:10px solid #36c;background-color:#fbfbfb;box-sizing:border-box}.mw-parser-output .ambox+link+.ambox,.mw-parser-output .ambox+link+style+.ambox,.mw-parser-output .ambox+link+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+style+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+link+.ambox{margin-top:-1px}html body.mediawiki .mw-parser-output .ambox.mbox-small-left{margin:4px 1em 4px 0;overflow:hidden;width:238px;border-collapse:collapse;font-size:88%;line-height:1.25em}.mw-parser-output .ambox-speedy{border-left:10px solid #b32424;background-color:#fee7e6}.mw-parser-output .ambox-delete{border-left:10px solid #b32424}.mw-parser-output .ambox-content{border-left:10px solid #f28500}.mw-parser-output .ambox-style{border-left:10px solid #fc3}.mw-parser-output .ambox-move{border-left:10px solid #9932cc}.mw-parser-output .ambox-protection{border-left:10px solid #a2a9b1}.mw-parser-output .ambox .mbox-text{border:none;padding:0.25em 0.5em;width:100%}.mw-parser-output .ambox .mbox-image{border:none;padding:2px 0 2px 0.5em;text-align:center}.mw-parser-output .ambox .mbox-imageright{border:none;padding:2px 0.5em 2px 0;text-align:center}.mw-parser-output .ambox .mbox-empty-cell{border:none;padding:0;width:1px}.mw-parser-output .ambox .mbox-image-div{width:52px}@media(min-width:720px){.mw-parser-output .ambox{margin:0 10%}}@media print{body.ns-0 .mw-parser-output .ambox{display:none!important}}</style><table class="box-Lead_rewrite plainlinks metadata ambox ambox-style ambox-lead_rewrite" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><span typeof="mw:File"><span><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/f/f2/Edit-clear.svg/40px-Edit-clear.svg.png" decoding="async" width="40" height="40" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/f/f2/Edit-clear.svg/60px-Edit-clear.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/f/f2/Edit-clear.svg/80px-Edit-clear.svg.png 2x" data-file-width="48" data-file-height="48" /></span></span></div></td><td class="mbox-text"><div class="mbox-text-span">The article's <a href="/wiki/Wikipedia:Manual_of_Style/Lead_section" title="Wikipedia:Manual of Style/Lead section">lead section</a> <b>may need to be rewritten</b>.<span class="hide-when-compact"> Please help <a class="external text" href="https://en.wikipedia.org/w/index.php?title=Sex_in_advertising&action=edit">improve the lead</a> and read the <a href="/wiki/Wikipedia:Manual_of_Style/Lead_section" title="Wikipedia:Manual of Style/Lead section">lead layout guide</a>.</span> <span class="date-container"><i>(<span class="date">September 2021</span>)</i></span><span class="hide-when-compact"><i> (<small><a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a></small>)</i></span></div></td></tr></tbody></table> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:SchraderAp1921.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/a/a2/SchraderAp1921.jpg/220px-SchraderAp1921.jpg" decoding="async" width="220" height="329" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/a/a2/SchraderAp1921.jpg 1.5x" data-file-width="278" data-file-height="416" /></a><figcaption>An early example of sexual imagery in advertising (1921)</figcaption></figure> <style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist 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class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer 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merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><a href="/wiki/Sex_appeal" class="mw-redirect" title="Sex appeal">Sex appeal</a> in <a href="/wiki/Advertising" title="Advertising">advertising</a> is a common tactic employed to promote products and services.<sup id="cite_ref-:1_1-0" class="reference"><a href="#cite_note-:1-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> Research indicates that sexually appealing content, including imagery, is often used to shape or alter the consumer's perception of a brand, even if it is not directly related to the product or service being advertised. This approach, known as "sex sells," has become more prevalent among companies, leading to controversies surrounding the use of sexual campaigns in advertising.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:1_1-1" class="reference"><a href="#cite_note-:1-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>Contemporary mainstream advertising, across various media platforms such as magazines, online, and television, frequently incorporates sexual elements to market a wide range of branded goods and services. Provocative images of attractively dressed men and women are commonly used to promote clothing, alcohol, beauty products, and fragrances. Renowned brands like <a href="/wiki/Calvin_Klein_(fashion_house)" title="Calvin Klein (fashion house)">Calvin Klein</a>, <a href="/wiki/Victoria%27s_Secret" title="Victoria's Secret">Victoria's Secret</a>, and <a href="/wiki/Pepsi" title="Pepsi">Pepsi</a> use such imagery to cultivate an alluring media presence. </p><p>In some cases, sexual content is overtly displayed, while in others, it is subtly integrated with imperceptible cues aimed at influencing the <a href="/wiki/Target_audience" title="Target audience">target audience</a>. Furthermore, sexual content has been employed to promote mainstream products that were not traditionally associated with sex. For instance, the <a href="/wiki/Dallas_Opera" title="Dallas Opera">Dallas Opera</a>'s marketing of the more suggestive aspects of its performances is believed to have contributed to a boost in ticket sales.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>The effectiveness of sex appeal in advertising varies depending on the cultural context and the gender of the recipient, though these aspects are subject to further research and discussion.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (May 2022)">citation needed</span></a></i>]</sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Concept">Concept</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=1" title="Edit section: Concept"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><i>Gender Advertisements</i>,<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> a 1979 book by Canadian social anthropologist <a href="/wiki/Erving_Goffman" title="Erving Goffman">Erving Goffman</a>, is a series of studies of visual communication and how gender representation in advertising communicates subtle, underlying messages about the sexual roles projected by masculine and feminine images in advertising. The book is a visual essay about sex roles in advertising and the symbolism implied in the depictions of men and women in advertising. </p><p>When couples are used in an advertisement, the sex roles played by each partner also sends out messages. The interaction of the couple may send out a message of relative dominance and power, and may stereotype the roles of one or both partners. Usually the message is very subtle, and sometimes advertisements attract interest by changing stereotypical roles. For example, companies including <a href="/wiki/Spotify" title="Spotify">Spotify</a>, <a href="/wiki/Airbnb" title="Airbnb">Airbnb</a>, <a href="/wiki/Lynx_(web_browser)" title="Lynx (web browser)">Lynx</a> and <a href="/wiki/Amazon.com" class="mw-redirect" title="Amazon.com">Amazon.com</a> have used same-sex couples in adverts.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> These adverts appeal to same-sex couples; they also create the image that these companies are tolerant, allowing them to appeal to a wider consumer audience. </p><p>As many consumers and professionals are thinking people, sex may be used to grab a viewer's attention, but this is likely short-term success. Whether using sex in advertising is effective depends on the product.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> About three-quarters of advertisements using sex to sell the product are communicating a product-related benefit, such as the product making its users more sexually attractive. <sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (January 2017)">citation needed</span></a></i>]</sup> </p><p>Daily exposure on social media by adolescents to these types of influences can affect their development. Younger teenage girls are drawn to these ads in order to learn about romance and relationships. <sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p>Correlational studies have linked sociodemographic variables to adolescent viewing habits. This can include (but not limited to) sex, age, and even ethnicity. Adolescents who watch and listen to a lot of media are more likely than less regular audiences to consider stereotypes of sex roles on TV as realistic.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="this may be considered obvious truth but we still need a citation (January 2022)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Types">Types</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=2" title="Edit section: Types"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Physical_attractiveness">Physical attractiveness</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=3" title="Edit section: Physical attractiveness"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Girls_of_Games_Day_-2_(6241918358).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/8/83/Girls_of_Games_Day_-2_%286241918358%29.jpg/220px-Girls_of_Games_Day_-2_%286241918358%29.jpg" decoding="async" width="220" height="147" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/8/83/Girls_of_Games_Day_-2_%286241918358%29.jpg/330px-Girls_of_Games_Day_-2_%286241918358%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/8/83/Girls_of_Games_Day_-2_%286241918358%29.jpg/440px-Girls_of_Games_Day_-2_%286241918358%29.jpg 2x" data-file-width="5066" data-file-height="3393" /></a><figcaption><a href="/wiki/Promotional_model" title="Promotional model">Promotional model</a> pageant at the Games Day 2011 event in <a href="/wiki/Kyiv" title="Kyiv">Kyiv</a></figcaption></figure> <p>The use of physically attractive models in advertising is a form of sex in advertising. Physical attractiveness can be conveyed through facial beauty, physique, hair, skin complexion as well as by the model's inferred personality. This form of sex in advertising is effective as it draws attention and influences the overall feeling of the ad. Furthermore, such ads create an association between physical attractiveness and the product which sends a message to the consumer that buying and using the product will help them achieve that physique.<sup id="cite_ref-Reichert_9-0" class="reference"><a href="#cite_note-Reichert-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> The <a href="/wiki/Sexual_arousal" title="Sexual arousal">sexual arousal</a> possibly elicited by physical attractiveness in adverts is thought to transfer onto the advertised product.<sup id="cite_ref-AABerger_10-0" class="reference"><a href="#cite_note-AABerger-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Sexual_behavior">Sexual behavior</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=4" title="Edit section: Sexual behavior"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Girls_of_Igromir_2010_(5148589913).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/9/91/Girls_of_Igromir_2010_%285148589913%29.jpg/170px-Girls_of_Igromir_2010_%285148589913%29.jpg" decoding="async" width="170" height="224" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/9/91/Girls_of_Igromir_2010_%285148589913%29.jpg/255px-Girls_of_Igromir_2010_%285148589913%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/9/91/Girls_of_Igromir_2010_%285148589913%29.jpg/340px-Girls_of_Igromir_2010_%285148589913%29.jpg 2x" data-file-width="1751" data-file-height="2303" /></a><figcaption>A <a href="/wiki/Pole_dance" title="Pole dance">pole dancer</a> promoting a video game at <a href="/wiki/IgroMir" title="IgroMir">IgroMir</a> 2010</figcaption></figure> <p>Marketers often use tactics such as sexual imagery in their advertisements to capture the consumer's attention for longer.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> Sex in advertising is also incorporated using hints of <a href="/wiki/Sexual_behaviour" class="mw-redirect" title="Sexual behaviour">sexual behavior</a>. The latter is communicated by the models using flirtatious <a href="/wiki/Body_language" title="Body language">body language</a>, open posture and making eye contact with the viewer. Sexual behavior can also be displayed using several models interacting in a more or less sexual way. Sexual behavior in advertising is used to arouse sexual interest from the viewer.<sup id="cite_ref-Reichert_9-1" class="reference"><a href="#cite_note-Reichert-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> Research has shown that sexual arousal elicited by an advert subsequently affects the overall ad evaluation and the chances of future purchase.<sup id="cite_ref-AABerger_10-1" class="reference"><a href="#cite_note-AABerger-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p><p>For example, in a <a href="/wiki/Guess_(clothing)" class="mw-redirect" title="Guess (clothing)">Guess</a> clothing advert, while the models are physically attractive, it is their behavior such as position, posture and facial expressions that communicate sexual interest to the viewer. Women are often shown as being shorter, put in the background of images, shown in more 'feminine' poses than men, and generally present a higher degree of 'body display' than men in print advertisements.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Sexual_embeds">Sexual embeds</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=5" title="Edit section: Sexual embeds"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Sexual embeds are a controversial form of sex in advertising. They are a powerful technique that advertising agencies do not want consumers to consciously notice.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="the claim seems to be pretty opinionated (January 2022)">citation needed</span></a></i>]</sup> They are <a href="/wiki/Subliminal_stimuli" title="Subliminal stimuli">subliminal</a> elements that are detected as sexual information solely at the subconscious level. Sexual embeds can take the form of objects or words that, at the subconscious level (or when occasionally consciously identified) explicitly depict sexual acts or genitalia. For example, a perfume bottle could mimic a <a href="/wiki/Phallus" title="Phallus">phallic</a> shape and its positioning could suggest sexual intercourse. Embeds are especially effective as they unconsciously trigger sexual arousal in the consumer which drives motivation and goal directed behavior such as purchase intention.<sup id="cite_ref-Reichert_9-2" class="reference"><a href="#cite_note-Reichert-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Gender_roles">Gender roles</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=6" title="Edit section: Gender roles"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>After women achieved the vote in the United States, Britain and Canada in the 1920s, advertising agencies exploited the new status of women. For example, they associated driving an automobile with masculinity, power, control, and dominance over a beautiful woman sitting alongside. More subtly, they published automobile ads in women's magazines, at a time when the vast majority of purchasers and drivers were in fact men. The new ads promoted themes of women's liberation while also delineating the limits of this freedom. Automobiles were more than practical devices, they were also highly visible symbols of affluence, mobility and modernity. The ads offered women a visual vocabulary to imagine their new social and political roles as citizens and to play an active role in shaping their identity as modern women.<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=7" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/History_of_advertising" title="History of advertising">History of advertising</a></div> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Pearl,_tobacco_label,_1871.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/7/70/Pearl%2C_tobacco_label%2C_1871.jpg/170px-Pearl%2C_tobacco_label%2C_1871.jpg" decoding="async" width="170" height="341" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/7/70/Pearl%2C_tobacco_label%2C_1871.jpg/255px-Pearl%2C_tobacco_label%2C_1871.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/7/70/Pearl%2C_tobacco_label%2C_1871.jpg/340px-Pearl%2C_tobacco_label%2C_1871.jpg 2x" data-file-width="612" data-file-height="1227" /></a><figcaption>The earliest known use of sex in advertising, Pearl Tobacco label showing lightly draped female figure rising from the waves</figcaption></figure> <p>The earliest known use of sex in advertising is by the Pearl Tobacco brand in 1871, which featured a naked maiden on the package cover. In 1885, W. Duke & Sons inserted trading cards into cigarette packs that featured sexually provocative starlets. Duke grew to become the leading American cigarette brand by 1890.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p><p>Other early forms of sex appeal in advertising include woodcuts and illustrations of attractive women (often unclothed from the waist up) adorning posters, signs, and ads for <a href="/wiki/Bar_(establishment)" title="Bar (establishment)">saloons</a>, <a href="/wiki/Patent_medicine" title="Patent medicine">tonics</a>, and <a href="/wiki/Tobacco" title="Tobacco">tobacco</a>. In several notable cases, sex in advertising has been claimed as the reason for increased consumer interest and sales. </p> <div class="mw-heading mw-heading3"><h3 id="Sex_and_soap">Sex and soap</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=8" title="Edit section: Sex and soap"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:1916-skin-touch-soap-ad.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/d/d7/1916-skin-touch-soap-ad.jpg/170px-1916-skin-touch-soap-ad.jpg" decoding="async" width="170" height="235" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/d/d7/1916-skin-touch-soap-ad.jpg/255px-1916-skin-touch-soap-ad.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/d/d7/1916-skin-touch-soap-ad.jpg/340px-1916-skin-touch-soap-ad.jpg 2x" data-file-width="1000" data-file-height="1382" /></a><figcaption>1916 <i>Ladies' Home Journal</i> version of the famous seduction-based ad by <a href="/wiki/Helen_Lansdowne_Resor" title="Helen Lansdowne Resor">Helen Lansdowne Resor</a> at J. Walter Thompson Agency</figcaption></figure> <p><a href="/wiki/Woodbury%27s_Facial_Soap" class="mw-redirect" title="Woodbury's Facial Soap">Woodbury's Facial Soap</a>, a woman's beauty bar, was almost discontinued in 1911. The soap's sales decline was reversed, however, with ads containing images of romantic couples and promises of love and intimacy for those using the brand.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> <a href="/wiki/J%C5%8Dvan_Musk" title="Jōvan Musk">Jōvan Musk Oil</a>, introduced in 1971, was promoted with sexual entendre and descriptions of the fragrance's sexual attraction properties. As a result, Jōvan, Inc.'s revenue grew from $1.5 million in 1971 to $77 million by 1978.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Kamasutra_condoms_in_India">Kamasutra condoms in India</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=9" title="Edit section: Kamasutra condoms in India"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In 1991, J.K. Chemicals Group asked the <a href="/wiki/Bombay" class="mw-redirect" title="Bombay">Bombay</a> office of Lintas Bombay to develop a campaign for a new <a href="/wiki/Condom" title="Condom">condom</a> brand. The problem was that in the late 1940s, the <a href="/wiki/Nehru" class="mw-redirect" title="Nehru">Nehru</a> government had launched a major population limitation program to reduce India's birthrate. The program was very heavy-handed, using coercion, and demanding that men use condoms. The product therefore signified an oppressive governmental intrusion. The agency head hit on the idea of a pleasurable condom, "So when the user hears the brand name, he says, "Wow. It's a turn on. Not a turn off." A brainstorming session hit on the name "<a href="/wiki/KamaSutra_(brand)" title="KamaSutra (brand)">Kamasutra</a>", which refers to <a href="/wiki/Kama_Sutra" title="Kama Sutra">an ancient Sanskrit treatise on lovemaking</a> and the sculptures at temples that illustrate the positions involved. The term was known to well-educated Indians, the intended audience. Correctly predicting the huge impact the campaign would have, the agency purchased all the advertising space in the popular glamour magazine <i><a href="/wiki/Debonair_(magazine)" title="Debonair (magazine)">Debonair</a></i> and filled it with erotic images of <a href="/wiki/Bollywood" class="mw-redirect" title="Bollywood">Bollywood</a> actors and actresses promoting Kamasutra condoms. A television commercial followed featuring a steamy shower scene. The television ad was censored but the print campaign proved highly successful.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Benetton">Benetton</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=10" title="Edit section: Benetton"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The Italian clothing company <a href="/wiki/Benetton_Group" title="Benetton Group">Benetton</a> gained worldwide attention in the late 20th century for its saucy advertising, inspired by its art director <a href="/wiki/Oliviero_Toscani" title="Oliviero Toscani">Oliviero Toscani</a>. He started with multicultural themes, tied together under the campaign "United Colors of Benetton" then became increasingly provocative with interracial groupings, and unusual sexual images, such as a nun kissing a priest.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Calvin_Klein_–_sex_and_jeans"><span id="Calvin_Klein_.E2.80.93_sex_and_jeans"></span>Calvin Klein – sex and jeans</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=11" title="Edit section: Calvin Klein – sex and jeans"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Calvin_Klein" title="Calvin Klein">Calvin Klein</a> of Calvin Klein Jeans has been at the forefront of this movement to use sex in advertising, having claimed, "Jeans are about sex. The abundance of bare flesh is the last gasp of advertisers trying to give redundant products a new identity." Calvin Klein's first controversial jeans advertisement showed a 15-year-old <a href="/wiki/Brooke_Shields" title="Brooke Shields">Brooke Shields</a>, in Calvin Klein jeans, saying, "Do you want to know what gets between me and my Calvins? Nothing."<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Calvin_Klein" title="Calvin Klein">Calvin Klein</a> has also received media attention for its controversial advertisements in the mid-1990s. Several of Calvin Klein's advertisements featured images of teenage models, some "who were reportedly as young as 15" in overly sexual and provocative poses.<sup id="cite_ref-Calvin_Klein:_A_Case_Study_21-0" class="reference"><a href="#cite_note-Calvin_Klein:_A_Case_Study-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> Although Klein insisted that these advertisements were not pornographic, some considered the campaign as a form of "<a href="/wiki/Soft_porn" class="mw-redirect" title="Soft porn">soft porn</a>" or "<a href="/wiki/Kiddie_porn" class="mw-redirect" title="Kiddie porn">kiddie porn</a>" that was exploitative, shocking, and suggestive. In 1999, Calvin Klein was the subject of more controversy when it aired advertisements of young children who were only wearing the brand's underwear. This "kiddie underwear ad campaign" was pulled only one day after it aired as a result of public backlash.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> A spokesperson from Calvin Klein insisted that these ads were intended "to capture the same warmth and spontaneity that you find in a family snapshot."<sup id="cite_ref-Calvin_Klein:_A_Case_Study_21-1" class="reference"><a href="#cite_note-Calvin_Klein:_A_Case_Study-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="The_film_industry">The film industry</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=12" title="Edit section: The film industry"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Film studios often make use of provocative movie posters in order to increase publicity and draw in larger audiences. One example is the iconic poster for <a href="/wiki/Quentin_Tarantino" title="Quentin Tarantino">Quentin Tarantino</a>'s 1994 film <i><a href="/wiki/Pulp_Fiction" title="Pulp Fiction">Pulp Fiction</a></i>, in which <a href="/wiki/Uma_Thurman" title="Uma Thurman">Uma Thurman</a> lies on her front, wearing a low-cut top and stilettos and smoking a cigarette despite the fact that, in the actual movie, she wears a button-down shirt that is far less revealing.<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> The idea that "sex sells" has also led to film studios going a step further - rather than dressing female stars in a certain way simply to promote the movie, they base their actual costume design around this concept. For example, in the 2004 film <i><a href="/wiki/Catwoman_(film)" title="Catwoman (film)">Catwoman</a></i>, <a href="/wiki/Halle_Berry" title="Halle Berry">Halle Berry</a> simply wore a black push-up bra with S&M inspired straps, heavily ripped leather trousers and heels with a cat mask and whip,<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> which commentators said "oozed overt [...] sexuality".<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> This costume was a move away from <a href="/wiki/Catwoman" title="Catwoman">Catwoman</a>'s skin-tight black suit that she wears for the majority of her appearances within <a href="/wiki/DC_Comics" title="DC Comics">DC Comics</a> and thus, despite being entirely more revealing, was actually not a popular decision among fans of the character.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2021)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Effectiveness">Effectiveness</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=13" title="Edit section: Effectiveness"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Effective_use">Effective use</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=14" title="Edit section: Effective use"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Gallup & Robinson, an advertising and marketing research firm, has reported that in more than 50 years of testing advertising effectiveness, it has found the use of the erotic to be a significantly above-average technique in communicating with the marketplace, "...although one of the more dangerous for the advertiser. Weighted down with taboos and volatile attitudes, sex is a Code Red advertising technique ... handle with care ... seller beware; all of which makes it even more intriguing." This research has led to the popular idea that <i>"sex sells"</i>.<sup id="cite_ref-Sex_sells_26-0" class="reference"><a href="#cite_note-Sex_sells-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> </p><p>Marketing strategies centered around sex have been successful. <a href="/wiki/Abercrombie_%26_Fitch" title="Abercrombie & Fitch">Abercrombie & Fitch</a> used sex to market their brand in a variety of ways, including store greeters dressed only in underwear, models working in store and topless models on the bags. Employees were hired based on physical attractiveness.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> This strategy was aimed at teenagers and young adults, who are the most impressionable consumer group and have significant disposable income.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2021)">citation needed</span></a></i>]</sup> During the late 1990s, the company produced a magazine/catalogue (magalog), featuring semi-nude or nude models. The magalog was a success, with A&F issuing over 1.5 million copies. The use of sexual branding raised their revenue from $85 million in 1993 to $1.35 billion in 2002.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> A&F have expressed that they will move away from sexual marketing, and focus on showcasing product and trends.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> </p><p>Sexuality in advertising is extremely effective at attracting the consumer's attention and once it has their attention, to remember the message.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> This solves the greatest problem in advertising of getting the potential buyer to look at and remember the advertisement. However, the introduction of attraction and especially sexuality into an ad often distracts from the original message and can cause an adverse effect of the consumer wanting to take action.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Ineffective_use">Ineffective use</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=15" title="Edit section: Ineffective use"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>There are some studies that contradict the theory that sex is an effective tool for improving finances and gathering attention. A study from 2009 found that there was a negative correlation between nudity and sexuality in movies, and box office performance and critical acclaim.<sup id="cite_ref-32" class="reference"><a href="#cite_note-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> A 2005 research by MediaAnalyzer has found that less than 10% of men recalled the brand of sexual ads, compared to more than 19% of non sexual ads; a similar result was found in women (10.8% vs. 22.3%). It is hypothesized by that survey, that this is a result of a general numbing caused by overuse of <a href="/wiki/Sexual_stimuli" class="mw-redirect" title="Sexual stimuli">sexual stimuli</a><sup id="cite_ref-33" class="reference"><a href="#cite_note-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> in advertising. </p><p>In another experimental study conducted on 324 undergraduate college students, <a href="/wiki/Brad_Bushman" title="Brad Bushman">Brad Bushman</a>, professor and Chair of Mass Communication at <a href="/wiki/Ohio_State_University" title="Ohio State University">Ohio State University</a>, examined brand recall for neutral, sexual or violent commercials embedded in neutral, sexual or violent TV programs. He found that brand recall was higher for participants who saw neutral TV programs and neutral commercials versus those who saw sexual or violent commercials embedded in sexual or violent TV programs.<sup id="cite_ref-34" class="reference"><a href="#cite_note-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup> Other studies have found that sex in television is extremely overrated and does not sell products in ads. Unless sex is related to the product (such as beauty, health or hygiene products), there is no clear effect.<sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-36" class="reference"><a href="#cite_note-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup> </p><p>Using sex may attract one market demographic while repelling another at the same time. The overt use of sexuality to promote <a href="/wiki/Breast_cancer_awareness" title="Breast cancer awareness">breast cancer awareness</a>, through fundraising campaigns like "I Love Boobies" and "Save the Ta-tas", is effective at reaching younger women, who are at low risk of developing breast cancer, but angers and offends some breast <a href="/wiki/Cancer_survivor" title="Cancer survivor">cancer survivors</a> and older women, who are at higher risk of developing breast cancer.<sup id="cite_ref-Szabo_37-0" class="reference"><a href="#cite_note-Szabo-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup> </p><p>In addition, sexually objectified content fails to achieve its goal of brand recall, a 2020 study by Vargas & Mensa shows.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> Despite the use of sex in marketing to influence men, the 2020 Vargas & Mensa study highlights that young women are more influenced; thus, the approach can be ineffective when directed towards male products. </p> <div class="mw-heading mw-heading3"><h3 id="Gender_differences">Gender differences</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=16" title="Edit section: Gender differences"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Recent research indicates that the use of sexual images of females in ads negatively affects women's interest.<sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup> Research shows that females were more likely than males to be portrayed as nude, wearing sexual clothing or only a partial amount of clothing.<sup id="cite_ref-40" class="reference"><a href="#cite_note-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-41" class="reference"><a href="#cite_note-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> A study from the <a href="/wiki/University_of_Minnesota" title="University of Minnesota">University of Minnesota</a> in 2013 of how printed ads with sexual content affects women clearly showed that women are not attracted to them except in the case of products being luxurious and expensive.<sup id="cite_ref-42" class="reference"><a href="#cite_note-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup> Besides alienating women, there is a serious risk that the audience in general will reduce support for organisations that uses the sexual images of women without a legitimate reason.<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup> </p><p>Further research<sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> found that men have a positive attitude to sexual adverts, whereas women have a negative response to them; this study used an advert with both a male and female. This was thought to be because women had lower average <a href="/wiki/Sex_drive" class="mw-redirect" title="Sex drive">sex drives</a> than men. Another theory for this difference is that evolution has led men to seek casual sex, contrary to women who value commitment and intimacy in the context of a sexual relationship.<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup> In adverts sex tends to be represented in its own right and not as part of a relationship leading to the difference in responses. This theory is supported by research which found that women respond less negatively to sexual adverts when it is in the context of gift giving from a man to a woman, i.e. when the sexuality of the advert is the context of commitment. Men respond more negatively to the sexual advert when it involves gift giving as it emphasizes them having to spend money in a relationship.<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">[</span>46<span class="cite-bracket">]</span></a></sup> This is in line with evolutionary theory that women value men for their resources and men value women for sex and fertility.<sup id="cite_ref-47" class="reference"><a href="#cite_note-47"><span class="cite-bracket">[</span>47<span class="cite-bracket">]</span></a></sup> Further research found that even in men, recall of the advert is worsened by sexual content, as they focus on breasts and legs but not on the product.<sup id="cite_ref-48" class="reference"><a href="#cite_note-48"><span class="cite-bracket">[</span>48<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Cultural_differences">Cultural differences</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=17" title="Edit section: Cultural differences"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:1926BestLikedPhotosInTheWorld.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/a/a3/1926BestLikedPhotosInTheWorld.jpg/220px-1926BestLikedPhotosInTheWorld.jpg" decoding="async" width="220" height="131" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/a/a3/1926BestLikedPhotosInTheWorld.jpg/330px-1926BestLikedPhotosInTheWorld.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/a/a3/1926BestLikedPhotosInTheWorld.jpg 2x" data-file-width="386" data-file-height="230" /></a><figcaption>1926 U.S. advertisement for <a href="/wiki/French_postcard" title="French postcard">"French" postcards</a></figcaption></figure> <p>In order to be consistent, brands use standardized campaigns across various countries.<sup id="cite_ref-49" class="reference"><a href="#cite_note-49"><span class="cite-bracket">[</span>49<span class="cite-bracket">]</span></a></sup> Cultural differences have been found in response to sexual adverts. A 2016 study by the Korea Internet Advertising Foundation (KIAF) noted that 94.5% of South Korean high-schoolers were familiar with sex-driven ads, 83.4% of adults thought such ads have negative influence on society, and 91.2% said there are too many of such ads. A KIAF official noted that government legislation aimed to reduce such ads is not effective due to its ambiguity.<sup id="cite_ref-:0_50-0" class="reference"><a href="#cite_note-:0-50"><span class="cite-bracket">[</span>50<span class="cite-bracket">]</span></a></sup> Research has found that sex is used in adverts more in France than in the United States because they are more sexually liberated and so receptive to its use in advertising.<sup id="cite_ref-51" class="reference"><a href="#cite_note-51"><span class="cite-bracket">[</span>51<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Prevalence">Prevalence</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=18" title="Edit section: Prevalence"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:IZIBA2004_056_(1924606).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/3/37/IZIBA2004_056_%281924606%29.jpg/220px-IZIBA2004_056_%281924606%29.jpg" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/3/37/IZIBA2004_056_%281924606%29.jpg/330px-IZIBA2004_056_%281924606%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/3/37/IZIBA2004_056_%281924606%29.jpg/440px-IZIBA2004_056_%281924606%29.jpg 2x" data-file-width="800" data-file-height="600" /></a><figcaption>Two <a href="/wiki/Promotional_model" title="Promotional model">promotional models</a> with the logo of <a href="/wiki/Camel_(cigarette)" title="Camel (cigarette)">Camel</a>, a cigarette brand they are advertising, printed on the backside of their shorts, in <a href="/wiki/Ibiza" title="Ibiza">Ibiza</a>, 2004. They are wearing uniforms mandated by the cigarette company.</figcaption></figure> <p>In the 21st century, the use of increasingly explicit sexual imagery in consumer-oriented print ads have become almost commonplace. Ads for jeans, perfumes and many other products have featured provocative images that were designed to elicit sexual responses from as large a cross section of the population as possible, to shock by their ambivalence, or to appeal to repressed sexual desires, which are thought to carry a stronger emotional load. Increased tolerance, more tempered censorship, emancipatory developments and increasing buying power of previously neglected appreciative target groups in rich markets (mainly in the West) have led to a marked increase in the share of attractive flesh 'on display'. </p><p>A 2008 cross-national study examined nudity in television advertising in Brazil, Canada, China, Germany, South Korea, Thailand, and the United States. It showed that female but not male levels of nudity differed substantially across countries, and that U.S. and Chinese commercials showed the lowest level of nudity, whereas German and Thai ads showed the highest level. <sup id="cite_ref-52" class="reference"><a href="#cite_note-52"><span class="cite-bracket">[</span>52<span class="cite-bracket">]</span></a></sup> </p><p>Historically, sex in advertising has focused on heterosexual gender roles, but there are increasing examples of sex being used to advertise to the <a href="/wiki/LGBT" class="mw-redirect" title="LGBT">LGBT</a> community. <a href="/wiki/Burnett_Foundation_Aotearoa" title="Burnett Foundation Aotearoa">The New Zealand Aids Foundation</a>'s Love Your Condom (LYC) campaign used provocative images of males alongside captions such as "Riding hard?", "Bear hunting?" and "Going deep?", followed by the hashtag #loveyourcondom.<sup id="cite_ref-53" class="reference"><a href="#cite_note-53"><span class="cite-bracket">[</span>53<span class="cite-bracket">]</span></a></sup> It was hoped by using images explicitly directed towards homosexual men, their use of condoms would increase, which would help decrease rates of <a href="/wiki/HIV" title="HIV">HIV</a> transmission amongst gay and bisexual men. The campaign has been successful, with a 12% reduction in new HIV infections among <a href="/wiki/Men_who_have_sex_with_men" title="Men who have sex with men">MSM</a> in New Zealand.<sup id="cite_ref-54" class="reference"><a href="#cite_note-54"><span class="cite-bracket">[</span>54<span class="cite-bracket">]</span></a></sup> </p><p>In a 2003 study conducted at the <a href="/wiki/University_of_Georgia" title="University of Georgia">University of Georgia</a>’s Department of Advertising and Public Relations Grady College of Journalism and Mass Communication, researchers looked at sexual advertisements in magazines over the span of the last 30 years. The rate at which sex in advertising is being used increased from 15% to 27% in the advertisements that the researchers looked at. Their reasoning behind the increase is because they believe sex still sells, specifically with “low-risk products impulse purchases.” The study also mentions “alcohol, entertainment and beauty are the main product categories that use sex in advertising.<sup id="cite_ref-55" class="reference"><a href="#cite_note-55"><span class="cite-bracket">[</span>55<span class="cite-bracket">]</span></a></sup> </p><p><i><a href="/wiki/Ad_Age" title="Ad Age">Ad Age</a></i>, a magazine delivering news, analysis, and data on marketing and media, published a list of Top 100 most effective advertising of the century, out of the 100, only eight involved use of sex.<sup id="cite_ref-Garfield_56-0" class="reference"><a href="#cite_note-Garfield-56"><span class="cite-bracket">[</span>56<span class="cite-bracket">]</span></a></sup> Unruly Media's viral video tracker lists the Top-20 most viewed car commercial viral videos; only one uses sex, while the No.1 spot was held by VW's "The Force" ad.<sup id="cite_ref-57" class="reference"><a href="#cite_note-57"><span class="cite-bracket">[</span>57<span class="cite-bracket">]</span></a></sup> The overall top-spot (across all product segments), was held by VW's "Fun Theory" campaign, the most viewed viral video as of October 2011. </p> <div class="mw-heading mw-heading2"><h2 id="Criticism">Criticism</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=19" title="Edit section: Criticism"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Stereotypes">Stereotypes</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=20" title="Edit section: Stereotypes"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The use of sex in advertising has been criticized for its tendency to reinforce sexist stereotypes. Since the late 1970s, many researchers have determined that advertisements depict women as having less social power than men, but the ways in which women are displayed as less powerful than men have evolved over time. In modern times, advertisements have displayed women's expanding roles in the professional realm and importance in business backgrounds. However, as this change occurred there has been a substantial increase in the number of images that showcase women as less sexually powerful than men and as objects of men's desire.<sup id="cite_ref-58" class="reference"><a href="#cite_note-58"><span class="cite-bracket">[</span>58<span class="cite-bracket">]</span></a></sup> The 2011 documentary film <a href="/wiki/Miss_Representation" title="Miss Representation">Miss Representation</a> by <a href="/wiki/Jennifer_Siebel_Newsom" title="Jennifer Siebel Newsom">Jennifer Siebel Newsom</a> explores how the depiction of women in mainstream media contributes to the under-representation of women in leadership roles and other positions of influence. </p> <div class="mw-heading mw-heading3"><h3 id="Objectification">Objectification</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=21" title="Edit section: Objectification"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Furthermore, sex in advertising has been criticized for its emphasis on the importance of physical attractiveness and role as a mate.<sup id="cite_ref-William_M_2018_59-0" class="reference"><a href="#cite_note-William_M_2018-59"><span class="cite-bracket">[</span>59<span class="cite-bracket">]</span></a></sup> This emphasis has led men and women to value intelligence and general skills less.<sup id="cite_ref-60" class="reference"><a href="#cite_note-60"><span class="cite-bracket">[</span>60<span class="cite-bracket">]</span></a></sup> The rise in awareness of sexism portrayed in these types of adverts has led to stricter advertising policies. One group that enforces these rules is the <a href="/wiki/Advertising_Women_of_New_York" title="Advertising Women of New York">Advertising Women of New York</a> association. Adverts using highly sexual images containing nudity and unrealistic physiques can lead to self-objectification.<sup id="cite_ref-61" class="reference"><a href="#cite_note-61"><span class="cite-bracket">[</span>61<span class="cite-bracket">]</span></a></sup> In turn, this can lead to shame, disgust, appearance anxiety, eating disorders and depression. The increase in self-objectification caused by the use of sex in advertising has been found in women and men. The latter is not surprising with the increased sexual portrayal of men in advertising.<sup id="cite_ref-62" class="reference"><a href="#cite_note-62"><span class="cite-bracket">[</span>62<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Social_norms">Social norms</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=22" title="Edit section: Social norms"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Sex in advertising is an accepted marketing technique, however it is not unusual for it to cause backlash when it breaks social norms.<sup id="cite_ref-William_M_2018_59-1" class="reference"><a href="#cite_note-William_M_2018-59"><span class="cite-bracket">[</span>59<span class="cite-bracket">]</span></a></sup> In 1995, the Calvin Klein advertising campaign (see section on Calvin Klein, above) that showed teenage models in provocative poses wearing Calvin Klein underwear and jeans was deemed inappropriate and shocking. The ads were withdrawn when parents and child welfare groups threatened to protest and Hudson stores did not want their stores associated with the ads. It was reported that the <a href="/wiki/United_States_Department_of_Justice" title="United States Department of Justice">U.S. Justice Department</a> was investigating the ad campaign for possible violations of federal child pornography and exploitation laws. The Justice Department subsequently decided not to prosecute Calvin Klein for these alleged violations as the DOJ “independently verified that minors were not used as models in the particular photographs that raised questions,” according to Deputy Assistant Atty. Gen. Kevin V. Di Gregory.<sup id="cite_ref-63" class="reference"><a href="#cite_note-63"><span class="cite-bracket">[</span>63<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=23" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239009302">.mw-parser-output .portalbox{padding:0;margin:0.5em 0;display:table;box-sizing:border-box;max-width:175px;list-style:none}.mw-parser-output .portalborder{border:1px solid var(--border-color-base,#a2a9b1);padding:0.1em;background:var(--background-color-neutral-subtle,#f8f9fa)}.mw-parser-output .portalbox-entry{display:table-row;font-size:85%;line-height:110%;height:1.9em;font-style:italic;font-weight:bold}.mw-parser-output .portalbox-image{display:table-cell;padding:0.2em;vertical-align:middle;text-align:center}.mw-parser-output .portalbox-link{display:table-cell;padding:0.2em 0.2em 0.2em 0.3em;vertical-align:middle}@media(min-width:720px){.mw-parser-output .portalleft{clear:left;float:left;margin:0.5em 1em 0.5em 0}.mw-parser-output .portalright{clear:right;float:right;margin:0.5em 0 0.5em 1em}}</style><ul role="navigation" aria-label="Portals" class="noprint portalbox portalborder portalright"> <li class="portalbox-entry"><span class="portalbox-image"><span class="noviewer" typeof="mw:File"><a href="/wiki/File:Bisexuality_symbol_(bold,_color).svg" class="mw-file-description"><img alt="icon" src="//upload.wikimedia.org/wikipedia/commons/thumb/2/26/Bisexuality_symbol_%28bold%2C_color%29.svg/32px-Bisexuality_symbol_%28bold%2C_color%29.svg.png" decoding="async" width="32" height="20" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/2/26/Bisexuality_symbol_%28bold%2C_color%29.svg/48px-Bisexuality_symbol_%28bold%2C_color%29.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/2/26/Bisexuality_symbol_%28bold%2C_color%29.svg/64px-Bisexuality_symbol_%28bold%2C_color%29.svg.png 2x" data-file-width="25" data-file-height="16" /></a></span></span><span class="portalbox-link"><a href="/wiki/Portal:Human_sexuality" title="Portal:Human sexuality">Human sexuality portal</a></span></li></ul> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col" style="column-width: 20em;"> <ul><li><a href="/wiki/Body_image" title="Body image">Body image</a></li> <li><a href="/wiki/Exploitation_of_women_in_mass_media" title="Exploitation of women in mass media">Exploitation of women in mass media</a></li> <li><a href="/wiki/Family_in_advertising" title="Family in advertising">Family in advertising</a></li> <li><a href="/wiki/Feminism" title="Feminism">Feminism</a></li> <li><a href="/wiki/Gender_advertisement" class="mw-redirect" title="Gender advertisement">Gender advertisement</a></li> <li><a href="/wiki/Media_and_gender" title="Media and gender">Media and gender</a></li> <li><a href="/wiki/Promotional_model" title="Promotional model">Promotional model</a></li> <li><a href="/wiki/Sexual_objectification" title="Sexual objectification">Sexual objectification</a></li> <li><a href="/wiki/Shock_advertising" title="Shock advertising">Shock advertising</a></li> <li><i><a href="/wiki/Killing_Us_Softly" title="Killing Us Softly">Killing Us Softly</a></i></li> <li><i><a href="/wiki/Miss_Representation" title="Miss Representation">Miss Representation</a></i></li></ul></div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=24" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-columns references-column-width" style="column-width: 30em;"> <ol class="references"> <li id="cite_note-:1-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-:1_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-:1_1-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">Blair, J. D., Stephenson, J. D., Hill, K. L., & Green, J. S. (2006). Ethics in advertising: sex sells, but should it?. <i>Journal of Legal, Ethical and Regulatory Issues</i>, <i>9</i>(1/2), 109.</span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text">Rodger Streitmatter, <i>Sex sells!: The media's journey from repression to obsession</i> (Basic Books, 2004).</span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text">Chism, 1999</span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFTom_Reichert2002" class="citation journal cs1">Tom Reichert (2002). 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Sex Res</i>. <b>13</b>: 241–73. <a href="/wiki/PMID_(identifier)" class="mw-redirect" title="PMID (identifier)">PMID</a> <a rel="nofollow" class="external text" href="https://pubmed.ncbi.nlm.nih.gov/12836733">12836733</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Annu.+Rev.+Sex+Res.&rft.atitle=Sex+in+advertising+research%3A+A+review+of+content%2C+effects%2C+and+functions+of+sexual+information+in+consumer+advertising&rft.volume=13&rft.pages=241-73&rft.date=2002&rft_id=info%3Apmid%2F12836733&rft.au=Tom+Reichert&rfr_id=info%3Asid%2Fen.wikipedia.org%3ASex+in+advertising" class="Z3988"></span></span> </li> <li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFGoffman1979" class="citation book cs1">Goffman, Erving (March 1, 1979). <i>Gender Advertisements</i> (1 ed.). 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Retrieved <span class="nowrap">2015-03-31</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=DOES+SEX+IN+ADVERTISING+WORK%3F&rft.pub=Branding+Strategy+Insider&rft.date=2008-03-22&rft_id=http%3A%2F%2Fwww.brandingstrategyinsider.com%2F2008%2F03%2Fdoes-sex-in-adv.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3ASex+in+advertising" class="Z3988"></span></span> </li> <li id="cite_note-8"><span class="mw-cite-backlink"><b><a href="#cite_ref-8">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://raisingchildren.net.au/pre-teens/entertainment-technology/media/media-influence-on-teens">"Media influence on pre-teens and teenagers: social media, movies, YouTube and apps"</a>. <i>Raising Children Network</i><span class="reference-accessdate">. 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"Consumer responses to sexual appeals in cross-cultural advertisements." <i>Journal of International Consumer Marketing</i> 19#2 (2006): 29–52.</li> <li>Reichert, Tom, and Jacqueline Lambiase, eds. <i>Sex in advertising: Perspectives on the erotic appeal</i> (Routledge, 2014)</li> <li>Sherman, Claire, and Pascale Quester. "The influence of product/nudity congruence on advertising effectiveness." <i>Journal of Promotion Management</i> 11#2-3 (2006): 61–89.</li> <li>Streitmatter, Roger. <i>Sex sells!: The media's journey from repression to obsession</i> (Basic Books, 2004)</li></ul> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Sex_in_advertising&action=edit&section=26" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><span class="noviewer" typeof="mw:File"><a href="/wiki/File:Commons-logo.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/12px-Commons-logo.svg.png" decoding="async" width="12" height="16" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/18px-Commons-logo.svg.png 1.5x, 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.navbox-odd{background-color:transparent}.mw-parser-output .navbox .hlist td dl,.mw-parser-output .navbox .hlist td ol,.mw-parser-output .navbox .hlist td ul,.mw-parser-output .navbox td.hlist dl,.mw-parser-output .navbox td.hlist ol,.mw-parser-output .navbox td.hlist ul{padding:0.125em 0}.mw-parser-output .navbox .navbar{display:block;font-size:100%}.mw-parser-output .navbox-title .navbar{float:left;text-align:left;margin-right:0.5em}body.skin--responsive .mw-parser-output .navbox-image img{max-width:none!important}@media print{body.ns-0 .mw-parser-output .navbox{display:none!important}}</style><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"></div><div role="navigation" class="navbox" aria-labelledby="Media_manipulation" style="padding:3px"><table class="nowraplinks mw-collapsible mw-collapsed navbox-inner" style="border-spacing:0;background:transparent;color:inherit"><tbody><tr><th scope="col" class="navbox-title" colspan="2"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239400231"><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Media_manipulation" title="Template:Media manipulation"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Media_manipulation" title="Template talk:Media manipulation"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Media_manipulation" title="Special:EditPage/Template:Media manipulation"><abbr title="Edit this template">e</abbr></a></li></ul></div><div id="Media_manipulation" style="font-size:114%;margin:0 4em"><a href="/wiki/Media_manipulation" title="Media manipulation">Media manipulation</a></div></th></tr><tr><th scope="row" class="navbox-group" style="width:1%">Context</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Media_bias" title="Media bias">Bias</a></li> <li><a href="/wiki/Crowd_psychology" title="Crowd psychology">Crowd psychology</a></li> <li><a href="/wiki/Deception" title="Deception">Deception</a></li> <li><a href="/wiki/Dumbing_down" title="Dumbing down">Dumbing down</a></li> <li><a href="/wiki/False_balance" title="False balance">False balance</a></li> <li><a href="/wiki/Half-truth" title="Half-truth">Half-truths</a></li> <li><a href="/wiki/Mass_media" title="Mass media">Media</a></li> <li><a href="/wiki/Obfuscation" title="Obfuscation">Obfuscation</a></li> <li><a href="/wiki/Orwellian" title="Orwellian">Orwellian</a></li> <li><a href="/wiki/Persuasion" title="Persuasion">Persuasion</a></li> <li><a href="/wiki/Manipulation_(psychology)" title="Manipulation (psychology)">Manipulation (psychology)</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Activism" title="Activism">Activism</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Advocacy" title="Advocacy">Advocacy</a> <ul><li><a href="/wiki/Advocacy_group" title="Advocacy group">group</a></li></ul></li> <li><a href="/wiki/Alternative_media" title="Alternative media">Alternative media</a></li> <li><a href="/wiki/Boycott" title="Boycott">Boycott</a></li> <li><a href="/wiki/Call-out_culture" class="mw-redirect" title="Call-out culture">Call-out culture</a></li> <li><a href="/wiki/Cancel_culture" title="Cancel culture">Cancel culture</a></li> <li><a href="/wiki/Civil_disobedience" title="Civil disobedience">Civil disobedience</a></li> <li><a href="/wiki/Culture_jamming" title="Culture jamming">Culture jamming</a></li> <li><a href="/wiki/Political_demonstration" title="Political demonstration">Demonstrations</a></li> <li><a href="/wiki/Deplatforming" title="Deplatforming">Deplatforming</a></li> <li><a href="/wiki/Grassroots" title="Grassroots">Grassroots</a></li> <li><a href="/wiki/Guerrilla_communication" title="Guerrilla communication">Guerrilla communication</a></li> <li><a href="/wiki/Hacktivism" title="Hacktivism">Hacktivism</a></li> <li><a href="/wiki/Internet_activism" title="Internet activism">Internet</a></li> <li><a href="/wiki/Media_activism" title="Media activism">Media</a></li> <li><a href="/wiki/Occupation_(protest)" title="Occupation (protest)">Occupations</a></li> <li><a href="/wiki/Petition" title="Petition">Petitions</a></li> <li><a href="/wiki/Protest" title="Protest">Protests</a></li> <li><a href="/wiki/Youth_activism" title="Youth activism">Youth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Advertising" title="Advertising">Advertising</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Billboard" title="Billboard">Billboards</a></li> <li><a href="/wiki/False_advertising" title="False advertising">False</a></li> <li><a href="/wiki/Infomercial" title="Infomercial">Infomercials</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobiles</a></li> <li><a href="/wiki/Promotional_model" title="Promotional model">Modeling</a></li> <li><a href="/wiki/Radio_advertisement" title="Radio advertisement">Radio</a></li> <li><a class="mw-selflink selflink">Sex</a></li> <li><a href="/wiki/Advertising_slogan" title="Advertising slogan">Slogans</a></li> <li><a href="/wiki/Testimonial" title="Testimonial">Testimonials</a></li> <li><a href="/wiki/Television_advertisement" title="Television advertisement">TV</a></li> <li><a href="/wiki/Criticism_of_advertising" title="Criticism of advertising">Criticism of advertising</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><div class="hlist"><ul><li><a href="/wiki/Censorship" title="Censorship">Censorship</a></li><li><a href="/wiki/Media_regulation" class="mw-redirect" title="Media regulation">Media regulation</a></li></ul></div></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Book_censorship" title="Book censorship">Books</a></li> <li><a href="/wiki/Broadcast_law" title="Broadcast law">Broadcast law</a></li> <li><a href="/wiki/Burning_of_books_and_burying_of_scholars" title="Burning of books and burying of scholars">Burying of scholars</a></li> <li><a href="/wiki/Catch_and_kill" title="Catch and kill">Catch and kill</a></li> <li><a href="/wiki/Corporate_censorship" title="Corporate censorship">Corporate</a></li> <li><a href="/wiki/Cover-up" title="Cover-up">Cover-ups</a></li> <li><a href="/wiki/Euphemism" title="Euphemism">Euphemism</a></li> <li><a href="/wiki/Film_censorship" title="Film censorship">Films</a></li> <li><a href="/wiki/Historical_negationism" title="Historical negationism">Historical negationism</a></li> <li><a href="/wiki/Internet_censorship" title="Internet censorship">Internet</a></li> <li><a href="/wiki/Political_censorship" title="Political censorship">Political</a></li> <li><a href="/wiki/Religious_censorship" title="Religious censorship">Religious</a></li> <li><a href="/wiki/Self-censorship" title="Self-censorship">Self</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Hoax" title="Hoax">Hoaxing</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Alternative_facts" title="Alternative facts">Alternative facts</a></li> <li><a href="/wiki/April_Fools%27_Day" title="April Fools' Day">April Fools'</a></li> <li><a href="/wiki/Deepfake" title="Deepfake">Deepfake</a></li> <li><a href="/wiki/Fake_news" title="Fake news">Fake news</a> <ul><li><a href="/wiki/Fake_news_website" title="Fake news website">websites</a></li></ul></li> <li><a href="/wiki/Fakelore" class="mw-redirect" title="Fakelore">Fakelore</a></li> <li><a href="/wiki/False_document" title="False document">False document</a></li> <li><a href="/wiki/Fictitious_entry" title="Fictitious entry">Fictitious entries</a></li> <li><a href="/wiki/Firehose_of_falsehood" title="Firehose of falsehood">Firehose of falsehood</a></li> <li><a href="/wiki/Forgery" title="Forgery">Forgery</a></li> <li><a href="/wiki/Gaslighting" title="Gaslighting">Gaslighting</a></li> <li><a href="/wiki/List_of_hoaxes" title="List of hoaxes">List</a></li> <li><a href="/wiki/Literary_forgery" title="Literary forgery">Literary</a></li> <li><a href="/wiki/Lying_press" title="Lying press">Lying press</a></li> <li><a href="/wiki/Photograph_manipulation" title="Photograph manipulation">Photograph manipulation</a></li> <li><a href="/wiki/Racial_hoax" title="Racial hoax">Racial</a></li> <li><a href="/wiki/Urban_legends_and_myths" class="mw-redirect" title="Urban legends and myths">Urban legend</a></li> <li><a href="/wiki/Virus_hoax" title="Virus hoax">Virus</a></li> <li><a href="/wiki/Video_manipulation" title="Video manipulation">Video manipulation</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Market_research" title="Market research">Research</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word of mouth</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/News_media" title="News media">News media</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Agenda-setting_theory" title="Agenda-setting theory">Agenda-setting</a></li> <li><a href="/wiki/News_broadcasting" title="News broadcasting">Broadcasting</a></li> <li><a href="/wiki/Media_circus" title="Media circus">Circus</a></li> <li><a href="/wiki/24-hour_news_cycle" title="24-hour news cycle">Cycle</a></li> <li><a href="/wiki/Emotive_conjugation" title="Emotive conjugation">Emotive conjugation</a></li> <li><a href="/wiki/False_balance" title="False balance">False balance</a></li> <li><a href="/wiki/Infotainment" title="Infotainment">Infotainment</a></li> <li><a href="/wiki/Managing_the_news" title="Managing the news">Managing</a></li> <li><a href="/wiki/Narcotizing_dysfunction" title="Narcotizing dysfunction">Narcotizing dysfunction</a></li> <li><a href="/wiki/Newspeak" title="Newspeak">Newspeak</a></li> <li><a href="/wiki/Media_event" title="Media event">Pseudo-event</a></li> <li><a href="/wiki/Media_scrum" title="Media scrum">Scrum</a></li> <li><a href="/wiki/Sensationalism" title="Sensationalism">Sensationalism</a></li> <li><a href="/wiki/Tabloid_journalism" title="Tabloid journalism">Tabloid journalism</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Political_campaign" title="Political campaign">Political campaigning</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Campaign_advertising" title="Campaign advertising">Advertising</a></li> <li><a href="/wiki/Astroturfing" title="Astroturfing">Astroturfing</a></li> <li><a href="/wiki/Attack_ad" title="Attack ad">Attack ad</a></li> <li><a href="/wiki/Canvassing" title="Canvassing">Canvassing</a></li> <li><a href="/wiki/Character_assassination" title="Character assassination">Character assassination</a></li> <li><a href="/wiki/Dog_whistle_(politics)" title="Dog whistle (politics)">Dog whistle</a></li> <li><a href="/wiki/Election_promise" title="Election promise">Election promises</a></li> <li><a href="/wiki/Lawn_sign" title="Lawn sign">Lawn signs</a></li> <li><a href="/wiki/Party_platform" title="Party platform">Party platforms (or manifestos)</a></li> <li><a href="/wiki/Name_recognition" title="Name recognition">Name recognition</a></li> <li><a href="/wiki/Negative_campaigning" title="Negative campaigning">Negative</a></li> <li><a href="/wiki/Push_poll" title="Push poll">Push polling</a></li> <li><a href="/wiki/Smear_campaign" title="Smear campaign">Smear campaign</a></li> <li><a href="/wiki/Wedge_issue" title="Wedge issue">Wedge issue</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Propaganda" title="Propaganda">Propaganda</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Bandwagon_effect" title="Bandwagon effect">Bandwagon</a></li> <li><a href="/wiki/Big_lie" title="Big lie">Big lie</a></li> <li><a href="/wiki/Crowd_manipulation" title="Crowd manipulation">Crowd manipulation</a></li> <li><a href="/wiki/Disinformation" title="Disinformation">Disinformation</a></li> <li><a href="/wiki/Fearmongering" title="Fearmongering">Fearmongering</a></li> <li><a href="/wiki/Framing_(social_sciences)" title="Framing (social sciences)">Framing</a></li> <li><a href="/wiki/Indoctrination" title="Indoctrination">Indoctrination</a></li> <li><a href="/wiki/Loaded_language" title="Loaded language">Loaded language</a></li> <li><a href="/wiki/National_myth" title="National myth">National mythology</a></li> <li><a href="/wiki/Rally_%27round_the_flag_effect" title="Rally 'round the flag effect">Rally 'round the flag effect</a></li> <li><a href="/wiki/Propaganda_techniques" title="Propaganda techniques">Techniques</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Psychological_warfare" title="Psychological warfare">Psychological warfare</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Airborne_leaflet_propaganda" title="Airborne leaflet propaganda">Airborne leaflets</a></li> <li><a href="/wiki/False_flag" title="False flag">False flag</a></li> <li><a href="/wiki/Fifth_column" title="Fifth column">Fifth column</a></li> <li><a href="/wiki/Information_warfare" title="Information warfare">Information (IT)</a></li> <li><a href="/wiki/Lawfare" title="Lawfare">Lawfare</a></li> <li><a href="/wiki/Political_warfare" title="Political warfare">Political</a></li> <li><a href="/wiki/Public_diplomacy" title="Public diplomacy">Public diplomacy</a></li> <li><a href="/wiki/Sedition" title="Sedition">Sedition</a></li> <li><a href="/wiki/Subversion" title="Subversion">Subversion</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Public_relations" title="Public relations">Public relations</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cult_of_personality" title="Cult of personality">Cult of personality</a></li> <li><a href="/wiki/Doublespeak" title="Doublespeak">Doublespeak</a></li> <li><a href="/wiki/Non-apology_apology" title="Non-apology apology">Non-apology apology</a></li> <li><a href="/wiki/Reputation_management" title="Reputation management">Reputation management</a></li> <li><a href="/wiki/Slogan" title="Slogan">Slogans</a></li> <li><a href="/wiki/Sound_bite" title="Sound bite">Sound bites</a></li> <li><a href="/wiki/Spin_(propaganda)" title="Spin (propaganda)">Spin</a></li> <li><a href="/wiki/Transfer_(propaganda)" title="Transfer (propaganda)">Transfer</a></li> <li><a href="/wiki/Understatement" title="Understatement">Understatement</a></li> <li><a href="/wiki/Weasel_word" title="Weasel word">Weasel words</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Corporate propaganda</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Sales" title="Sales">Sales</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Cold_calling" title="Cold calling">Cold calling</a></li> <li><a href="/wiki/Door-to-door" title="Door-to-door">Door-to-door</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstrations</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Promotion</a> <ul><li><a href="/wiki/Spaving" title="Spaving">Spaving</a></li></ul></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Telemarketing" title="Telemarketing">Telemarketing</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Influence-for-hire" title="Influence-for-hire">Influence-for-hire</a></li> <li><a href="/wiki/Media_bias" title="Media bias">Media bias</a> <ul><li><a href="/wiki/Media_bias_in_the_United_States" title="Media bias in the United States">United States</a></li></ul></li> <li><a href="/wiki/Concentration_of_media_ownership" title="Concentration of media ownership">Media concentration</a></li> <li><a href="/wiki/Media_democracy" title="Media democracy">Media democracy</a></li> <li><a href="/wiki/Media_ecology" title="Media ecology">Media ecology</a></li> <li><a href="/wiki/Media_ethics" title="Media ethics">Media ethics</a></li> <li><a href="/wiki/Media_franchise" title="Media franchise">Media franchise</a></li> <li><a href="/wiki/Influence_of_mass_media" title="Influence of mass media">Media influence</a></li> <li><a href="/wiki/Media_proprietor" title="Media proprietor">Media proprietor</a></li></ul> </div></td></tr></tbody></table></div> <div class="navbox-styles"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236075235"></div><div role="navigation" class="navbox" aria-labelledby="Nudity" style="padding:3px"><table class="nowraplinks mw-collapsible mw-collapsed navbox-inner" style="border-spacing:0;background:transparent;color:inherit"><tbody><tr><th scope="col" class="navbox-title" colspan="2"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1239400231"><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Nudity" title="Template:Nudity"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Nudity" title="Template talk:Nudity"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Nudity" title="Special:EditPage/Template:Nudity"><abbr title="Edit this template">e</abbr></a></li></ul></div><div id="Nudity" style="font-size:114%;margin:0 4em"><a href="/wiki/Nudity" title="Nudity">Nudity</a></div></th></tr><tr><th scope="row" class="navbox-group" style="width:1%">Nakedness and clothing</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/History_of_nudity" title="History of nudity">History</a> <ul><li><a href="/wiki/Prehistory_of_nakedness_and_clothing" title="Prehistory of nakedness and clothing">Prehistory of nakedness and clothing</a></li> <li><a href="/wiki/Nakedness_and_colonialism" title="Nakedness and colonialism">Nakedness and colonialism</a></li></ul></li> <li><a href="/wiki/Childhood_nudity" title="Childhood nudity">Childhood nudity</a></li> <li><a href="/wiki/Sex_segregation" title="Sex segregation">Sex segregation</a></li> <li><a href="/wiki/Modesty" title="Modesty">Modesty</a></li> <li><a href="/wiki/Nudity_in_religion" title="Nudity in religion">Nudity in religion</a> <ul><li><a href="/wiki/Intimate_parts_in_Islam" title="Intimate parts in Islam">Awrah</a></li></ul></li> <li><a href="/wiki/Breastfeeding_in_public" title="Breastfeeding in public">Breastfeeding in public</a></li> <li><a href="/wiki/Public_bathing" title="Public bathing">Public bathing</a></li> <li><a href="/wiki/Sauna" title="Sauna">Sauna</a> <ul><li><a href="/wiki/Finnish_sauna" title="Finnish sauna">Finnish sauna</a></li></ul></li> <li><a href="/wiki/Massage" title="Massage">Massage</a></li> <li><a href="/wiki/Toplessness" title="Toplessness">Toplessness</a></li> <li><a href="/wiki/Topfreedom" title="Topfreedom">Topfreedom</a> <ul><li><a href="/wiki/Female_toplessness_in_Canada" title="Female toplessness in Canada">Canada</a></li> <li><a href="/wiki/Topfreedom_in_the_United_States" class="mw-redirect" title="Topfreedom in the United States">United States</a></li></ul></li> <li><a href="/wiki/Nudity_and_protest" title="Nudity and protest">Nudity and protest</a></li> <li><a href="/wiki/Dress_code" title="Dress code">Dress code</a></li> <li><a href="/wiki/Clothing_laws_by_country" title="Clothing laws by country">Clothing laws by country</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Nudity_and_sexuality" title="Nudity and sexuality">Nudity and sexuality</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Intimate_part" title="Intimate part">Intimate part</a></li> <li><a href="/wiki/Exhibitionism" title="Exhibitionism">Exhibitionism</a> <ul><li><a href="/wiki/Mooning" title="Mooning">Mooning</a></li> <li><a href="/wiki/Streaking" title="Streaking">Streaking</a></li> <li><a href="/wiki/Striptease" title="Striptease">Striptease</a></li> <li><a href="/wiki/Stripper" title="Stripper">Stripper</a></li> <li><a href="/wiki/Feminist_stripper" class="mw-redirect" title="Feminist stripper">Feminist stripper</a></li></ul></li> <li><a href="/wiki/Voyeurism" title="Voyeurism">Voyeurism</a></li> <li><a href="/wiki/Anasyrma" title="Anasyrma">Anasyrma</a></li> <li><a href="/wiki/Candaulism" title="Candaulism">Candaulism</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Issues_in_social_nudity" title="Issues in social nudity">Issues in social nudity</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Sexualization" title="Sexualization">Sexualization</a> <ul><li><a href="/wiki/Sexual_objectification" title="Sexual objectification">Sexual objectification</a></li> <li><a href="/wiki/Pornification" title="Pornification">Pornification</a></li></ul></li> <li><a href="/wiki/Indecent_exposure" title="Indecent exposure">Indecent exposure</a></li> <li><a href="/wiki/Obscenity" title="Obscenity">Obscenity</a></li> <li><a href="/wiki/Wardrobe_malfunction" title="Wardrobe malfunction">Wardrobe malfunction</a></li> <li><a href="/wiki/Strip_search" title="Strip search">Strip search</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Naturism" title="Naturism">Naturism</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Naturist_resort" title="Naturist resort">Naturist resort</a></li> <li><a href="/wiki/Christian_naturism" title="Christian naturism">Christian naturism</a></li> <li><a href="/wiki/Freik%C3%B6rperkultur" title="Freikörperkultur">Freikörperkultur</a></li> <li><a href="/wiki/Gay_naturism" title="Gay naturism">Gay naturism</a></li> <li><a href="/wiki/Gymnosophy" title="Gymnosophy">Gymnosophy</a></li> <li><a href="/wiki/Category:Naturist_magazines" title="Category:Naturist magazines">Naturist magazines</a></li> <li><a href="/wiki/List_of_social_nudity_organizations" title="List of social nudity organizations">Social nudity organizations</a></li> <li><a href="/wiki/Anarcho-naturism" class="mw-redirect" title="Anarcho-naturism">Anarchist naturism</a></li> <li><a href="/wiki/Timeline_of_social_nudity" title="Timeline of social nudity">Timeline of social nudity</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Nude_recreation" title="Nude recreation">Nude recreation</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Nude_beach" title="Nude beach">Nude beach</a></li> <li><a href="/wiki/Nude_swimming" title="Nude swimming">Nude swimming</a> <ul><li><a href="/wiki/Nude_swimming_in_US_indoor_pools" title="Nude swimming in US indoor pools">Nude swimming classes</a></li></ul></li> <li><a href="/wiki/Naked_yoga" title="Naked yoga">Naked yoga</a></li> <li><a href="/wiki/Naked_party" title="Naked party">Naked party</a></li> <li><a href="/wiki/Nude_wedding" title="Nude wedding">Nude wedding</a></li> <li><a href="/wiki/Category:Nude_beaches" title="Category:Nude beaches">Nude beaches</a></li> <li><a href="/wiki/Category:Clothing-optional_events" title="Category:Clothing-optional events">Clothing-optional events</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/List_of_places_where_social_nudity_is_practised" title="List of places where social nudity is practised">By location</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/List_of_social_nudity_places_in_Africa" title="List of social nudity places in Africa">Africa</a></li> <li><a href="/wiki/List_of_social_nudity_places_in_Asia" title="List of social nudity places in Asia">Asia</a></li> <li><a href="/wiki/List_of_social_nudity_places_in_Europe" title="List of social nudity places in Europe">Europe</a></li> <li><a href="/wiki/List_of_social_nudity_places_in_North_America" title="List of social nudity places in North America">North America</a> <ul><li><a href="/wiki/Social_nudity_in_San_Francisco" class="mw-redirect" title="Social nudity in San Francisco">San Francisco</a></li> <li><a href="/wiki/Social_nudity_in_Seattle" class="mw-redirect" title="Social nudity in Seattle">Seattle</a></li></ul></li> <li><a href="/wiki/List_of_social_nudity_places_in_Oceania" title="List of social nudity places in Oceania">Oceania</a></li> <li><a href="/wiki/List_of_social_nudity_places_in_South_America" title="List of social nudity places in South America">South America</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Social_nudity_advocates" title="Category:Social nudity advocates">Social nudity advocates</a></th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Kurt_Barthel" title="Kurt Barthel">Kurt Barthel</a></li> <li><a href="/wiki/Lee_Baxandall" title="Lee Baxandall">Lee Baxandall</a></li> <li><a href="/wiki/Paul_Bindrim" title="Paul Bindrim">Paul Bindrim</a></li> <li><a href="/wiki/Ilsley_Boone" title="Ilsley Boone">Ilsley Boone</a></li> <li><a href="/wiki/Henry_S._Huntington" title="Henry S. Huntington">Henry S. Huntington</a></li> <li><a href="/wiki/Heinrich_Pudor" title="Heinrich Pudor">Heinrich Pudor</a></li> <li><a href="/wiki/Elton_Raymond_Shaw" title="Elton Raymond Shaw">Elton Raymond Shaw</a></li> <li><a href="/wiki/Richard_Ungewitter" title="Richard Ungewitter">Richard Ungewitter</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Depictions_of_nudity" title="Depictions of nudity">Depictions of nudity</a></th><td class="navbox-list-with-group navbox-list navbox-even hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Nude_(art)" title="Nude (art)">Nude (art)</a> <ul><li><a href="/wiki/History_of_the_nude_in_art" title="History of the nude in art">History</a></li> <li><a href="/wiki/Model_(art)" title="Model (art)">Nude modeling (art)</a></li> <li><a href="/wiki/Nude_photography_(art)" title="Nude photography (art)">Nude photography (art)</a></li> <li><a href="/wiki/Nudity_in_live_performance" title="Nudity in live performance">Nudity in live performance</a></li></ul></li> <li><a href="/wiki/Body_painting" title="Body painting">Body painting</a></li> <li><a href="/wiki/Nudity_in_film" title="Nudity in film">Nudity in film</a></li> <li><a href="/wiki/Nudity_in_American_television" title="Nudity in American television">Nudity in American television</a></li> <li><a href="/wiki/Nudity_in_music_videos" class="mw-redirect" title="Nudity in music videos">Nudity in music videos</a></li> <li><a href="/wiki/Nudity_in_print_media" title="Nudity in print media">Nudity in print media</a></li> <li><a class="mw-selflink selflink">Nudity in advertising</a></li> <li><a href="/wiki/Nude_photography" title="Nude photography">Nude photography</a> <ul><li><a href="/wiki/Glamour_photography" title="Glamour photography">Glamour photography</a></li> <li><a href="/wiki/Erotic_photography" title="Erotic photography">Erotic photography</a></li></ul></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">See also</th><td class="navbox-list-with-group navbox-list navbox-odd hlist" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Imagery_of_nude_celebrities" title="Imagery of nude celebrities">Imagery of nude celebrities</a></li> <li><a href="/wiki/Nude_calendar" title="Nude calendar">Nude calendar</a></li> <li><a href="/wiki/Naked_News" title="Naked News">Naked News</a></li> <li><a href="/wiki/Nudity_in_combat" title="Nudity in combat">Nudity in combat</a></li> <li><a href="/wiki/Nudity_clause" title="Nudity clause">Nudity clause</a></li> <li><a href="/wiki/Nude_psychotherapy" title="Nude psychotherapy">Nude psychotherapy</a></li> <li><a href="/wiki/Softcore_pornography" title="Softcore pornography">Softcore pornography</a></li></ul> </div></td></tr><tr><td class="navbox-abovebelow" colspan="2"><div><span class="noviewer" typeof="mw:File"><span title="Category"><img alt="" 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