Aldrich_Alyssa_Paper_3

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SEXUALITY IN LIFESTYLE BRANDING
A CULTURAL ANALYSIS
Alyssa Aldrich
ABSTRACT:
This paper is a cultural analysis regarding sexuality in
lifestyle branding. It talks about our society and
cultural norms, how and why they have contributed
to why the use of sexuality is a trend used in lifestyle
branding. I will talk about why sex (as opposed to
anything else) dominates advertisements. Why
aren’t more sophisticated or conservative looking
models glorified in ads, perhaps models with more
of a scholarly or studious look or even athletic,
rather than always using overly sexualized, often
half-naked women in advertisements everywhere?
The answer is that shock works. That is why sex sells,
through the combination of norm violation and
shock. In our culture, sexuality social issues include
gender roles, ethics, religion, law, sex education,
prostitution, pornography, etc.
MAIN IDEA:
The reason why sex is a common trend among ads
these days is due to the conditions of our society
and culture, and mostly the combination of norm
violation and shock.
Other Contributors include events and activism that
took place during the 1960s Sexual Revolution, the
Civil Rights Movement, and Women’s Rights
Movement. This climate of change led many,
particularly the young, to challenge the social
norms.
SEXUALITY…THE
N & NOW:
BACKGROUND:
Frequently driven by the desire for sexual
pleasure, human sexuality has biological,
physical, and emotional aspects.
 Human sexuality is not simply imposed by
instinctive conducts (like with animals), but
rather influenced by superior mental activity
and by social, cultural, educational, and
normative characteristics of those places
where the subjects grow up and their
personality develops. (In other words, we are a
product of our environment. Any norm we
have is a social construct.)

COUNTER-CULTURE BECOMES CULTURAL
NORM
What began as socially unacceptable
behavior, is now becoming normal.
 Times change and people change to keep up
with the times accordingly.

WILL THIS DEFEAT THE POINT OF THE USE OF SEX IN
ADS, CONSIDERING IT’S REASON FOR BEING USED
WAS TO CREATE SHOCK & GO AGAINST NORMS?
Trends (in ads) THEN:
Trends (in ads) NOW:
Wholesome
Offensive
Pure
Dirty
Conservative
Reform-Minded
Unsexy
Sexy
WHAT EVER HAPPENED TO GOOD OLE’
WHOLESOME FUN?? ;-)
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