In our consumer society, we daily target thousands of advertisements whose influence can be unfavorable publicity among the consumers. Therefore, most advertising we encounter remain latent or unnoticed. Therefore, each time it took to innovate in advertising techniques, creating new forms to continuously capture the attention of consumers and stand out from all the publicity. Thus, for an advertisement to get noticed several strategies have to be implemented including that of arousing emotions, and by various means in order to mark the individual directly. Increased use of sex and nudity in advertising, which taken to extremes, can be described as 'pornographic'. They strike to even shock the consumer; it is to guarantee the retaining the product. In this perspective, it may be interesting at first to push further forward the question of why pornography is allowed in advertising. Then the manner in which this is expressed finally addresses the sociological and cultural issues that are developed due to this.
The new advertising techniques include 'shockvertising' i.e. to use the taboos of society to lure the viewer or the reader to the advert or to hook the reader using the provocation. This way of using a strong emotional concept greatly increases the storage of the product by the consumer. The techniques of 'shockvertising', has been explained by Henri Joannis in his book from marketing strategy to creative advertising (Paris, Wiley, 1995), as the exploitation of sex. There are two distinct pathways: "is the voluptuous emotion that is evoked without really showing or by direct representation of voluptuous body i.e. exposed to a degree of nudity which is higher or lower". In the second case, an approach which is sexual, even pornographic, Henri Joannis clearly raises the question of shockvertising: The more direct approaches are used; nudity becomes a problem, apart from the problem of relevance. To attract attention through this, we must be bold, exceeding the standard, going beyond the social taboo. Thus, the excess transgressive of taboos related to the direct representation of sex in recent years has led to inflation of the strategy of 'porno chic' advertising strategy based on the codes of pornography, which is also aestheticized. Advertising is therefore pornographed and this happens in response to a need for differentiation increasingly growing and increasingly demanding, and we shall now see how this is expressed in advertising.
[...] Therefore, most advertising we encounter remain latent or unnoticed. Therefore, each time it took to innovate in advertising techniques, creating new forms to continuously capture the attention of consumers and stand out from all the publicity. Thus, for an advertisement to get noticed several strategies have to be implemented including that of arousing emotions, and by various means in order to mark the individual directly. Increased use of sex and nudity in advertising, which taken to extremes, can be described as 'pornographic'. [...]
[...] Some sociologists advance the hypothesis of a deviance to the morbid, and if the idea of use of light today of the death may seem shocking or we are moved, it goes without saying that this fits perfectly into the framework laid down by the current pornography advertising: for better shock score. Bibliography Riou, Nicolas. Pub Fiction: Postmodern Society and new trends in advertising.Paris: Editions of organization Joannis, Henry. Marketing Strategy for creative advertising.Paris: Wiley Lipovetsky, Gilles. The Era of the vacuum.Paris: Gallimard, Baudrillard, Jean. The Symbolic Exchange and Death.Paris: Gallimard [Excerpts] Bourdieu, Pierre. Masculine domination.Paris: Seuil Points www.comanalysis.ch: Publication No. [...]
[...] These facts can be observed especially when we see, as we noted above, this use of pornographic woman applies broadly to all types of products, even if it is unnecessary to use pornographic codes. Richard Poulin, a sociologist at the University of Ottawa, pornography is, in essence, sexist: "The objectification and dehumanization of the female body have the effect of giving men a human superiority over women bought in to the animal. The interest here produces a relationship that can transcend the desire for sexual desire as the hallmark of a social relationship of domination. [...]
[...] The use of body and all that it evokes is hardly a new concept in advertising. The strategy to awake the desire among consumers is widely used for publicity purposes as outlined by Lugrin Gilles: "Advertising uses sexual desire heavily as bait, especially when it is addressed to the men world it is overly structured around sexuality; advertising seeks to transfer this desire to promote the product." However, we are now witnessing a performance of more direct and raw nudity. [...]
[...] www.sisyphe.org : "Hypersexualization, eroticism and pornography among young people", by Richard Poulin and Amelie Laprade, March 2006. [...]
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