The Erotic History of AdvertisingPrometheus Books, 6 abr 2010 - 300 páginas Victoria''s Secret and Calvin Klein are brand names practically synonymous with sexually suggestive advertising. Considering their high public profile and huge profits, anyone can see that sex sells. Despite polls indicating that the public would like to see less sex in advertising, Americans don''t mean what they say. They continue to respond to the lure of provocative marketing and, most important to business, they buy. Knowing this, more and more advertisers are testing the limits of public taste in the highly competitive battle to capture the consumer''s attention.All of this is well documented in Tom Reichert''s profusely illustrated book, The Erotic History of Advertising. As Reichert amply demonstrates, the use of sex in advertising is far from being a recent fad. As long ago as the 1880s, Duke Cigarettes enclosed in their packs not baseball cards but similar small cards showing scantily clad "women of the stage," which encouraged purchasers to keep buying to complete the whole set. In the 1920s Woodbury soap became the market leader largely through ads with images of romantic situations and claims that Woodbury soap made a woman''s skin irresistible to the touch. In the 1930s White Owl cigars had great success in marketing through ads showing attractive couples locked in a passionate kiss, suggesting that only White Owls left the breath smelling pleasant. Warner Lambert capitalized on the same kind of imagery for decades to connect Listerine mouthwash with romantic success.With numerous illustrations showing many erotic ads--some campy, some esthetically elegant, some homoerotic--that push the boundaries of sexuality and taste from over a century of product marketing, Reichert not only tracks the history of sex in advertising but also explores the many factors that make the link between sex and our consumer culture so successful. Among other things, he considers the range of salacious imagery, from mildly suggestive to the use of outright nudity; the emotional impact of sexy ads; the influence of sex on brand recognition; what works and what doesn''t; the differences between male and female responses; and the possible harms of using sex in advertising, especially in regard to young audiences and the perpetuation of female stereotypes.This thoughtful, enjoyable, and fascinating look into the world of advertising--from the late 1800s to the most erotic ads of today--will appeal to both media-savvy consumers and aficionados of pop culture. |
Índice
Acknowledgments | 7 |
AGE OF INNOCENCE? THE EARLY YEARS | 45 |
Passion Plays 19001925 | 67 |
Show and Sell 19251950 | 97 |
Intimate Intimations 19501975 | 133 |
REACHING MATURITY? CONTEMPORARY CAMPAIGNS | 167 |
Packaged Goods Intimates and Underwear | 169 |
Designer DesireJeans | 203 |
Arousing Aspirations Lifestyle Apparel and HighFashion | 231 |
Aromatic Aphrodisiacs Fragrance | 253 |
Prurient Potions Beer Spirits Soft Drinks and Coffee | 292 |
One Degree of Separation Condoms Videos and VD | 324 |
PC Envy Internet Advertising and Beyond | 354 |
Notes | 370 |
394 | |
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Abercrombie ad’s ads featured adver Advertising & Marketing Advertising Age Adweek agency American attractive Barbara Lippert beautiful beer Bikini brand bras breasts Calvin Klein camera campaign Candie’s Center for Sales cigars clothing commercial company’s condom consumers contained copy corset couple described designed Diet Coke Domestic Advertising Collection Dream Duke University Durex emphasized example fashion female Figure Guess Hartman Center headline Ibid images intimates jeans Jovan kissing Levi’s lifestyle Listerine look magazines Maidenform male Marketing History men’s million models nude nudity Obsession Paco Rabanne paign Paul Marciano Pepsi photograph Playtex Pond’s promotional provocative PSAs Rare Book romance sell sensual sex appeal sex in advertising sexual content sexual imagery sexy shot soap Special Collections Library spot strategy Taster’s Choice teens television themes Thompson Company Archives tising tobacco underwear Vassarette Victoria’s Secret viewers Walter Thompson Company wearing White Owl woman women Wonderbra Woodbury’s young