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The use of physically attractive models in advertising is a form of sex in advertising.
Physical attractiveness can be conveyed through facial beauty, physique, hair, skin complexion as well as by the model's inferred personality.
While sexual referents are an implicit use of sex in advertising, as there is nothing overtly sexual about them, they are placed by advertisers in the aim that viewers will consciously interpret them as sexual.
An example of sexual referents is Volkswagen's campaign for the Beetle Cabriolet.
Sexual referents are a more implicit example of sex in advertising.
Sex can be invoked in advertising using sexual double entendre or innuendos. They can be words or images that while not being explicitly sexual, trigger sexual thoughts from the viewer.
Sexual behaviour can also be displayed using several models interacting in a more or less sexual way.
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Sexual behaviour in advertising is used to arouse sexual interest from the viewer.The advert pixelates the non-existent roof to the car, similar to the pixilation that occurs when female's breasts are exposed in some forms of media.Volkswagen have a history of producing tongue-in-cheek adverts, and this one serves to compare their new convertible to a woman who goes topless at a beach.For example, in a Guess clothing advert, while the models are also physically attractive, it is their behaviour such as position, posture and facial expressions that communicate sexual interest in the viewer.Women are often shown as being shorter, put in the background of images, shown in more ‘feminine’ poses than men, and generally present a higher degree of ‘body display’ than men in print advertisements.For example, companies including Spotify, Air Bn B, Lynx and Amazon have used same-sex couples in adverts.These adverts appeal to same-sex couples; and they also create the image that these companies are tolerant and allow them to appeal to a wider consumer audience.The book is a visual essay about sex roles in advertising and the differences, as well as the symbolism implied in the depictions of men and women in advertising.When couples are used in an advertisement, the sex-roles played by each also send out messages.Elements such as lighting, music, models’ behaviour and camera effects can contribute towards communicating implicit sexual meaning.Sexual referents are a powerful tool as they drive viewers to create sexual thoughts and interpretations of the product.