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The evolution of sex imagery in French advertising

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  1. Abstract.
  2. Methodology.
  3. Introduction.
  4. 'Chic porn': The marketing trend.
    1. Sex imagery is essentially used by luxury brands.
    2. Chic Porn: Raised in a socio-cultural context.
    3. A strategy which draws attention.
  5. A particular marketing method.
    1. A renovation of the brand image.
    2. The desire to make the purchase.
    3. Real effectiveness.
  6. A criticized marketing approach.
    1. A depreciation of the image of the woman and the men.
    2. The case of OPIUM.
    3. The vulgarizing of the chic Porn.
  7. Conclusion.
  8. Bibliography.

The term ?Chic Porn? is sometimes seen differently by the customers. On one hand, it reveals something that the customer rejects and on 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 excite 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 analysis. It is also important to define the aims of this marketing strategy used even more in the last few years in the French advertising industry.

[...] Sex is everywhere in the advertising campaigns of luxury brands with the use of different images of the woman and the man. One of the reasons of that success is that customers want what they drive back; they have an unconscious desire of what they reject. Then, the advertising agencies use many taboos, like sadomasochism, trough their campaigns to attract the customers, to provoke them, to make them think about the ad, and also remember the brand. These adverts aimed at attracting the customers' attention in order to inform them more and create a desire toward the product, a new atmosphere. [...]


[...] That is to say, the advertising executives using this strategy always seek to play with "artistic" images to transform the act of purchase into a palliative for the frustration firstly generated by advertisements or, in other words to attract the consumer by making him fantasize thanks to suggestive images. C. The attitudes. The attitude is a durable whole of beliefs compared to an object predisposing the individual this choice or another. There are 3 components of the attitudes: The cognitive beliefs: linked to knowledge specific to the individual The Emotional feelings: linked to the emotions like/ I don't like) The conative attitude: dependant on the behaviour, on the action (intention to buy, repurchase ) Through this concept of Chic Porn, the brands try to revive the hedonist motivations of the consumers like their emotional feelings in order to cause their desire of purchase. [...]


[...] Then I will deal with the reasons of using sex imagery in advertising and its results. Finally, I will try to analyze the problems of this strategy and its limits. The first objective of this report will be to cover and understand what the strategy called ?Chic Porn? is through descriptions, illustrations and analysis. It is also important to define the aims of this marketing strategy used even more these last years in the French advertising. Another objective aims at considering how the luxury brands use the sex images in their advertising campaigns and what the key factors of the success of ?Chic Porn? are. [...]

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