Marketing and advertising have a huge influence on people’s behavior. The messages that bombard us everyday guide our purchases or the attitude we have in society.
One of the main features of marketing in recent times is the increased use of sexuality in advertisements. Today 20% of commercials contain sexual content.
Sex is a very good tool to sell and marketing managers are aware of it, but at the same time they know it’s a controversial issue. A clear example of the use of sexuality are perfume ads where the creation of beautiful landscapes and the incitement of desire and lust are always present.
Society has evolved into a more liberal thought and away from extreme religious doctrines. This fact has allowed these types of marketing campaigns to be carried out without excessive scandalization. This evolution has allowed the emergence of companies that had previously been frowned upon or directly banned: the sites of search for a couple or search for sex.
The normality with which we accept the sexualization of advertising makes it possible for us not to be surprised to see a website announcing couple search services, sexual services, infidelity services… Examples as “women seeking men” or “London escorts” are very common nowadays.
This certainly has to do with the new sexual tendencies and the way of understanding love by society. Romantic love, so idealized for a long time, is increasingly questioned. Nowadays, people opt for less conventional and daring relationships that can be found in this type of pages.
It is difficult to find couples willing to trade their partners overnight, or people willing to engage in anal sex without prejudice. These pages enable these fantasies, but bear in mind that would not be possible without the help of current marketing.
So, the question we must ask ourselves is: is society the one that has set the course followed by marketing? Or is it marketing what guide people’s sexual trends?