Sex Sells In The Media

I love music. There are so many different genres. My favourites are R&B, Hip-hop, Reggae, to name several. What do they use in most music videos? Sex, and women in various state of undress appealing to the male audience. These and other media get us worked up sexually and for some people, compel them to purchase the product that is being offered.

Make no doubt about it though, sex sells. We can sell just about anything using sex. For proof of that, just take a look at every media. Let’s start with print media; newspapers are just as guilty as any other. Check out the Sunshine Girl from The Toronto Sun , April 29, 2009 for yourself since I can't copy it; that graces this paper for all to salivate over every day and to keep coming back for more. Now, if she isn’t selling sex then why put her in a bikini? Why are the Sunshine Girls so popular? It must just be their keen wit and intelligence.

What about these sexy headlines that will guarantee you won’t put down the paper in a hurry: The Naked Truth about Sex, Too Nice to Orgasm, Does Size Matter, Man on Top, so you get the idea.

Let’s turn now to magazines. Cosmopolitan’s online magazine does a bang up (pun intended) job of informing its readers about sex; Sex Tips from Guys. In the section, “Kink it Up” here’s a sample: “Never underestimate the power of stilettos. You don’t even have to walk around in them…just have your way with me in them.”- Victor 25. Bet this whole sex and love section keeps readership way up and equals revenue.

Television programming that comes right into our homes every moment of the day is no different. They have an even better way of reaching us through the various programs and commercials which are available twenty four seven. We are a totally captive audience. Don’t be fooled because the bottom line is always money. Don’t look far for shows that sex sells; Sex in the City, Desperate Housewives, The L Word and commercials such as Axe deodorant.

According to authors Jessica Dawn Blair, Jason Duane Stephenson, Kathy L. Hill and John S. Green, authors of Ethics in advertising: sex sells, but should it? ; sex, does not sell but sexiness does. Now come on, if it isn’t useful why use it? Advertisers, it is said use sexual appeals because it is “attention getting, arousing, affect inducing, and memorable"(Reichert, Heckler, and Jackson, 2001, p. 14). That’s a no brainer. The word that comes to mind is Duh. In the wrap up of the article it is noted that “sex sells sometimes. Sexual advertisements are mainly targeted at younger groups that have a different, more open view of sex.”

Whether it is believed or not that sex sells; it is this writer’s opinion that it does. If an advertiser is going to spend time and big money on a product there has to be a logical outcome such as a return on his investments. I don’t see a big change for the future.