The Beauty of Global Sex Anyone?

So, you've just been targeted! Yes, I caught your attention long enough to ask: Is Germany liberal? Hmm, well… sure the culture is different, something incredibly striking and things perhaps are blown out of proportion when you dwell in a city unfamiliar to you, but I remind myself it all ties in to what my professor was getting at in class, “adaptation and cultural competence” or simply stated: the transformation of assimilating to the unknown shouldn’t be a challenge rather embraced. It is natural to have a basic need to belong. Social identity theory tells us the perception of ourselves influence our perceptions, behaviors, and attitudes. Attitudes, behaviors, values, and standards aren’t globally homogenous, despite the future effects of globalization possibly provoking some interesting movement, but how could a message be communicated with the same intention in different parts of the world?

One way is through language; this is true, but surely the language of visuals can stand alone,( most certainly the language of sex*cough, sex and beauty).The portrayal of a sexually explicit sensual pose, or even inference to content can hold different values in dispersed locations, but coming from the United States where the media is accused of sexual promoters and social taboos clash and fuse with traces of sexual evidence, I came to realize this may be a global thing. Is beauty becoming a global tool? Is this sexual awareness trend effective? There are different needs and wants from audiences; however, I find it interesting that certain beauty traits worldwide are agreed.
Whether people think through critically about the content of a message or rather act upon superficial aspects of the message, how is it that sexual advertising lures us in? (elaboration likelihood model/ evolutionary psychology). When dissecting this, I want to point out their uses.

Below in Prague, Czech Republic, I came across this very explicit series of ads outside a store near tourist attractions. Beside their direct sexual nature, what consecutively noticed after the shocker was its indication of other locations. The ad states: “Made in Germany.” Is there an appeal to an exported product? Wait, I can’t believe I saw this in pure Praha street! I don’t think I would witness something equivalent in Miami.

In this ad in the bottom left corner it states: “HOT, The World’s Finest Quality, London/Miami/Tokyo” So, this is clearly an ad for an international women’s perfume targeted to… women or men? How about the selection of model to be displayed in Prague? She looks a lot like the American celebrity internationally known as Britney Spears. Would people stop and look this ad?

It is said we might not consciously choose to dissect an ad, but our eyes could perceive it and this stores in our subconscious memory, meaning the power of the subconscious mind is powerful and absorbs our surroundings. Advertisers seek to trigger curiosity this is a marketing aim to fascinate the audience and win over their recollection of associations of quality and “hot” products.

Below is a recent campaign in Berlin about Hepatitis B awareness and prevention. I find it a successful campaign because it aims towards informing audiences that the disease isn’t necessarily contracted through sex, however, it wasn’t until I saw this one ad that I naturally began to notice the other ads. The other ads that are part of this campaign do not use nude models nor is the subject living. Instead it depicts a space where it is inferred that humans once engaged in sexual activity or simply just objects like a piercing and a tattoo.

Key points:

1. Using sex and beauty related advertising to reach audiences is prevalent and naturally eye-catching.

2. Using a foreign appeal to a brand uses a marketing technique to convey a sense of higher quality.
3. The combining of sex, nudity, and beauty in advertising can hold meaning that are appropriate and inappropriate, however, this is all relative.
4. Sex and beauty could be used in other non-traditional ways, such as to inform.
5. The significance of value in different regions of the world and its uses.