The Evolution of Sex Imagery in French Advertising
The evolution of sex imagery in French advertising
Table of contents
Abstract 3
Methodology 3
Introduction 5
I. “Chic Porn”: The marketing trend 7
Sex imagery is essentially used by luxury brands 7
Chic Porn is raised in a socio-cultural context 8
A strategy which draws the attention 10
II. A particular marketing method 12
2.1. A will of renovation of the brand image 12
A. What is a brand image? 12
B. How brands use Chic Porn to renovate their brand image? 13
2.2. Cause the desire to cause the purchase 13
A. The motivations. 13
B. The needs 14
C. The attitudes. 15
D. The target 15
2.3. A real effectiveness 15
III. A criticized marketing approach 18
3.1. A depreciation of the image of the woman and the men 18
A. The image of the woman. 18
B. The “man object”. 19
C. The relation between sexuality and bestiality. 21
E. The taboos and limits. 21
3.2. The case of OPIUM 25
A. Reaction on Opium advertisement in France. 26
B. Rejection of Opium’s advertising abroad: 27
3.3. The vulgarizing of the Chic Porn 27
Conclusion 29
Bibliography 31
Abstract
The term “Chic Porn” is sometimes seen differently by the customers. In the one hand, it reveals something that the customer rejects and in the other hand something exciting. It is very interesting to analyze the use of sex imagery in advertising and its evolution.
The sex images in advertising were supposed to surprise, to shock and to draw the attention of the customers, and that is what they have done. The prospects who didn’t accept these adverts were sometimes not the main target of these brands. The “Porno Chic” is essentially used by luxury brands with the association of “smart” with the sensuality of the body. The examples chosen are about sexuality, sensuality, desire, aggression… those subjects that incite people to look even more.
The first objective of this report will be to cover and understand what the strategy called “Chic Porn” is through descriptions, illustrations and
Table of contents
Abstract 3
Methodology 3
Introduction 5
I. “Chic Porn”: The marketing trend 7
Sex imagery is essentially used by luxury brands 7
Chic Porn is raised in a socio-cultural context 8
A strategy which draws the attention 10
II. A particular marketing method 12
2.1. A will of renovation of the brand image 12
A. What is a brand image? 12
B. How brands use Chic Porn to renovate their brand image? 13
2.2. Cause the desire to cause the purchase 13
A. The motivations. 13
B. The needs 14
C. The attitudes. 15
D. The target 15
2.3. A real effectiveness 15
III. A criticized marketing approach 18
3.1. A depreciation of the image of the woman and the men 18
A. The image of the woman. 18
B. The “man object”. 19
C. The relation between sexuality and bestiality. 21
E. The taboos and limits. 21
3.2. The case of OPIUM 25
A. Reaction on Opium advertisement in France. 26
B. Rejection of Opium’s advertising abroad: 27
3.3. The vulgarizing of the Chic Porn 27
Conclusion 29
Bibliography 31
Abstract
The term “Chic Porn” is sometimes seen differently by the customers. In the one hand, it reveals something that the customer rejects and in the other hand something exciting. It is very interesting to analyze the use of sex imagery in advertising and its evolution.
The sex images in advertising were supposed to surprise, to shock and to draw the attention of the customers, and that is what they have done. The prospects who didn’t accept these adverts were sometimes not the main target of these brands. The “Porno Chic” is essentially used by luxury brands with the association of “smart” with the sensuality of the body. The examples chosen are about sexuality, sensuality, desire, aggression… those subjects that incite people to look even more.
The first objective of this report will be to cover and understand what the strategy called “Chic Porn” is through descriptions, illustrations and
Bibliography: Books Arn, Raphaël, 2001, The “shockvertising”: towards a new dimension of the right of the unfair competition, Bâle, Helbing & Lichtenhahn, Baket S., White C., 30th July 2001, Commentary : Why “Chic Porn” is irritating the French, Business Week Debras S., Henry N., Trancart M., 2001, Say it with women, the ordinary sexism in the media, AFJ Edition Lugrin, Gilles, 2001, Between homosexual higher-bid and “glam trash”, the polemic of the Chic Porn,, Reichert T., Lambiase J., 2003, Sex on advertising – Perspectives on the erotic appeal, Lawrence Erlbaum Associates, Sorensen, Anette Dina, 2003, The mainstreaming of pornography in mass culture, Teyssier, J-P, 2001, Striking without offending Articles Frank, Tom, 2001, “The marketing of the release”, Le Monde diplomatique, Heilbrunn, Benoît, Chic Porn or shock addiction ? Libération, Remaury, Bruno, 2002, The weak fair sex, images of the female body between cosmetics and beauty, Le Monde