In contemporary mainstream advertising (e.g., magazines, online, television), sex is present in promotional messages for a wide range of branded goods.
Sexual behaviour can also be displayed using several models interacting in a more or less sexual way.
Sexual behaviour in advertising is used to arouse sexual interest from the viewer.
Examples of sexually appealing imagery include nudity, pin-up models, and muscular men.
The axiom "sex sells" is often said as a shorthand to encapsulate this phenomenon.
Sex in advertising is also incorporated using hints of sexual behaviour.
The latter is communicated by the models using flirtatious body language, open posture and making eye contact with the viewer.For example, Dallas Opera's recent reversal of its declining ticket sales has been attributed to the marketing of the more lascivious parts of its performances.The use of sex in advertising can be highly overt or extremely subtle and, on some level, subliminal.This form of sex in advertising is effective as it draws attention and influences the overall evaluation of the ad.Furthermore, such ads create an association between physical attractiveness and the product, sending a message to the consumer that buying it they will help them achieve that physique.For example, companies including Spotify, Air Bn B, Lynx and Amazon have used same-sex couples in adverts.