FILM 240: Flipbook Assignment

1. Sex Sells
A look into the sexualisation of advertising
Photo: http://maxpixel.freegreatpicture.com/Sexy-Feet-Knees-Skin-High-Heels-Heels-Legs-Woman-1031525

2. How we process
ads (1)
1. Notice ad
2. Pay close attention to
pictures and words
3. Understand and
comprehend
Photo: Geralt https://pixabay.com/en/think-thinking-reflect-direction-622165/

3. Sex appeals to our “lizard
brain”, our subconscious. (2)
Photo: Mózg Józefa Piłsudskiego, https://commons.wikimedia.org/wiki/File:Right_hemisphere_of_J._Pi%C5%82sudski's_brain.jpg

4. Lizard brain: the oldest part of the brain, responsible
for survival: food, danger and sex. (2)
Photo: https://commons.wikimedia.org/wiki/File:Human_evolution.svg

5. Sex has
stopping
power. It
grabs your
attention. (3)
Photo: Rhenan Felix https://www.flickr.com/photos/perfectboys/5072495551/in/photostream/

6. Humans have such a strong response to sex that we even
react to implied sex. (2)
Photo: Niek Verlaan https://pixabay.com/en/feet-bed-sleep-in-love-sex-224680/

7. Sex has been present in
advertising since the
1870s, when a naked
lady was first used on
the package Pearl
Tobacco cigarettes. (9)
Photo: ArtsyBee https://pixabay.com/en/retro-collage-girl-pin-up-sexy-1107640/

8. Sex is present in
more than 1/4 of
advertisements. (6)
This statistic was determined by
scoring ads based on models’
clothing (or lack thereof) and
physical contact between models. (6)
Photo: Xiaonaooo https://pixabay.com/en/underwear-beauty-model-689861/

9. The use of sex
in advertising
can be
explicit,
extremely
subtle or even
subliminal. (9)
Photo: Kant https://www.flickr.com/photos/130817798@N04/16241026614/in/photo
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10. Sex helps with the “emotional sell”. (Lecture 2.1)
Photo: Raquel Carmo https://pixabay.com/en/love-in-love-boyfriends-romantic-1244310/

11. Advertisements use
sex to grab a viewers
attention. The most
effective ads then
draw links between
the product and
societal values or
desirable traits. (Lecture
2.1)
Photo: Elithabeth Hilton https://www.flickr.com/photos/intimatetoys/16879576335

12. Females respond to
sexualized images that
elicit feelings of love
and romance. (4)
Males respond to and are
aroused physically and
mentally by nudity. (4)
Photo: https://www.flickr.com/photos/137643065@N06/24299528776

13. Men have a hard time
remembering the contents of an
ad when aroused by nudity. (4)
The sexual stimuli results in a
sort of “numbing”. This effect is
present in woman, but to a lesser
extent. (9)
Photo: Xiaonaooo https://pixabay.com/en/underwear-beauty-model-689862/

14. Sex is used in advertising all over the world, but not all
countries have the same reaction to it. (5)
Photo: https://pixabay.com/en/eyes-surprise-wow-expression-open-312093/

15. An ad that is acceptable in one country,
may be deemed offensive in another. (5)
A study found that China and the United
States have similar responses to sex in ads,
while Australia had a more unfavourable
response. (5)oto: Mediengestalter https://pixabay.com/en/world-map-globe-pattern-texture-987593/

16. Sexual advertisements can be viewed as
slightly taboo. In some cases that can
grab extra attention and in other cases it
can put people off. (3)
There are drawbacks to using sex in advertising. (3)
Photo: Jorge Santana https://www.flickr.com/photos/mrbluegenes/5224599071

17. Areas of advertising where sex work(6)
• Beauty
• Fashion
• Cars
• Alcohol
• Music
Photo: https://pixabay.com/en/perfume-bottle-glass-cap-cable-1494434/

18. • Insurance
• Banking
• Home repair
•Appliances
Areas of advertising where sex does not work (6)
Photo: https://pixabay.com/en/house-icon-home-symbol-sign-308936/

19. 1983 - 9% of alcohol ads used sex to sell booze.
2017 - 37% of alcohol ads used sex to sell booze. (7)
Advertisements for alcohol have seen an
increase in sexualisation. It helps the ad be
remembered the target audience. (Lecture 2.1)
Photo: Michael Stern https://www.flickr.com/photos/68711844@N07/15825300172/

20. Despite the fact that it works, sexualisation of alcohol advertisements can
result in connections for youth between drinking and sex. Ads can persuade
youth that drinking will help them appear sexier to their peers or that partying
may have a “personally rewarding end”. (8)

21. Sex in advertising continues to evolve. As we
progress as a society, advertisements have seen
progression to. Some companies have begun using
same-sex couples as the subjects of the ad.(9)
By using same-sex
couples, companies can
break out from the norm,
while portraying their
desire for an inclusive
customer base. (9)
Photo: https://www.pexels.com/photo/silhouette-people-on-beach-at-sunset-315843/

22. Literature Cited
1. Does Sex Sell? (n.d.). Retrieved March 02, 2017, from https://www.psychologytoday.com/blog/sideways-
view/201312/does-sex-sell
2. Sex and marketing. (2014, February 25). Retrieved March 02, 2017, from http://psychologyformarketers.com/sex-
and-marketing/
3. Ira Kalb, Marshall School of Business. (2012, April 16). Do You Think Sex Sells? Think Again. Retrieved March
02, 2017, from http://www.businessinsider.com/do-you-think-sex-sells-think-again-2012-4
4. Pinto, M. B., & Crane, J. D. (2010). Sex and advertising. Encyclopedia of Contemporary American Social Issues,
ABC-CLIO, Santa Barbara CA, 284.
5. Liu, F., Cheng, H., & Li, J. (2009). Consumer responses to sex appeal advertising: A cross‐cultural
study. International Marketing Review, 26(4/5), 501–520. doi:10.1108/02651330910972002
6. Editor, J. M. (2012, June 07). Why Sex Sells...More Than Ever. Retrieved March 02, 2017, from
http://www.businessnewsdaily.com/2649-sex-sells-more.html
7. Pappas, S. (2012, June 6). Sexy Advertising On the Rise. Retrieved March 3, 2017, from
http://www.livescience.com/20773-sexy-advertising-increasing.html
8. Alcohol advertising. (2017, January 21). Retrieved March 03, 2017, from
https://en.wikipedia.org/wiki/Alcohol_advertising#Adolescence
9. Sex in advertising. (2017, March 01). Retrieved March 03, 2017, from
https://en.wikipedia.org/wiki/Sex_in_advertising