Porno Chic Presentation and Promotion

Question: Discuss about the Porno Chic Presentation and Promotion. Answer: Introduction Advertising is known as any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor (Kotler and Armstrong, 2010). This marketing concept applies to different fields and it has been used to market activities related to sex. Sexually suggesting images have powerful psychological effects on different people and they are used in various advertisements since they are very attractive. The history of sex and advertising goes back to the beginnings of modern advertising in the latter decades of 1800 and it has evolved to date to include various images that have come to be accepted as models of desire (OBarr, 2011). Various studies have concluded that using sex in advertising has significantly contributed to increased consumer interests and it has also contributed towards building strong brand identities. For instance, Reichert is of the view that many companies have succeeded in their bid to link erotic appeals to commercial success (OBarr, 2011). In this context, sex in advertising is characterised by images showing models posing in suggestive behaviour and this has appealed to the interests of many prospective buyers of certain products being advertised. Sex and advertising does not necessarily expose explicit images of half-dressed females in particular but it can be associated with strong brand identity creation. Significance of sex advertising According to Martin (2012), advertisers have realised that the sexual appeal and desire to find a partner were more appealing and effective than any discourse related to purchasing a product. This trend has been observed in different discourses since the inception of advertising and sex has been seen as a key element in different sorts of advertising. It can be seen that sex in advertising is presented to the viewer with the view of triggering desire while at the same time he or she is denied access. Advertisers then hope that the viewer will develop this craving for the product in order to fulfill the desire stimulated by the advertisement regardless of the fact that access to the model is denied. This trend has proved to be effective in different advertisements. Sex and advertising is a business concept that is gaining recognition in different sectors of business. Therefore, it can be seen that as long as the material depicted in the advertisements is not offensive, then this strat egy can help businesses to appeal to the interests of the targeted consumers. Integrated marketing communications Marketers have perfected the strategy of mass marketing through selling highly standardized products to a large group of customers (Strydom, 2006). In the process, the marketers have developed effective mass-media communication techniques which support advertising to reach millions of people with just a single advertisement. In the same vein, it can be seen that the marketers who opt to use sex advertising in marketing their products should perfect the art of using integrated marketing communications so that they can be in a better position to reach a large number of people from different geographical backgrounds. References Cant, J 2000. Introduction to marketing, CT: JUTA Kotler, P Armstrong, G 2010. Principles of marketing. Cape Town, CT: Pearson. Martin, CF 2012. Porno-Chic and Advertising in Womens Magazines. Retrieved from https://womenshistorynetwork.org/porno-chic-and-advertising-in-womens-magazines/#more-1506 OBarr, WM 2011. Sex and advertising. Advertising and Society Review, Volume 12, Issue 2. https://muse.jhu.edu/article/443593