COP2 PRACTICAL - Contextual Research/When to Use Sex

Contextual Research 

when/what/how/who makes sex appropriate?

the essay uses a range of theoretical sources to come to conclusion that

Ads can use and do use sex and sexuality content widely throughout the industry, this is as this style of advertising sells via using the idea that desire is a major feature needed to persuade the audience. Also sexual imagery is used to grab an audience’s attention heavily thought the past and new advertising campaigns but the companies using these themes have to be aware of the relevance, audience and subject of the adverts as there is a thin line in the industry where the used of the imagery can receive negative impression (CK 1995) and even get the advert banned (American appeal adverts). This essay has concluded that if sex is used in adverting it can be a useful stagey to make the audience notice their products/companies but the advertiser need to make sure they stay away from any content that might have pedophilic implications or any adverts that use sexuality inappropriatly as any association with the adverts ethical stance can be applied to the company, target audience can be offended by advert and apply this negative idea to the brand itself. 

The essay concludes that use of sex become offensive, negative or banned is when the content is not relevant, subject age and exploits the subject. But are they are other campaigns or reasons adverts would be sex as sexual unsuitable?? 

'Secondly, brands must consider the social and sexual politics of the environment they are operating within, which have changed drastically over the past few years. A recent study by YouGov discovered that roughly a third of younger people identify as something other than "completely straight," a huge departure from older generations, where as many as 86% identify as totally heterosexual. This is something that should give pause to any marketer who thinks that connecting with young men begins and ends with images of half naked women. At the same time, changing views on gender identity are on the minds of many people, and feminism has become a mainstream cultural force. Instead of viewing these developments as a limitation on how we view and market sex, smart brands will see them as an opportunity to display their progressive values through inclusive work that empowers groups that have historically been ignored or objectified. '

via  http://www.campaignlive.com/article/does-sex-sell-2016/1408487

This articles suggest that the more gender fluid and sexually fluid younger consumer market effect the use of sex, using sexual imagery will only appeal to the selected sexual orientation in the new age, where more people are sexual unsure or experimenting this has effected the use of this imagery. Using gender sexual imagery is being used less by companies as it's narrowing their audience.  Also the rise of feminism is causing more and views complaint against exploitation and degrading imagery . Sex need to be sold in a different way that exclude or annoy these audeince.

http://www.oddee.com/item_96502.aspx

why are sexual ads banned?

-objectifies women, objectified and demeaned women

-unsuitable in a location that could be seen by children
-sexual image was likely to cause serious or widespread offence

-the copulating toys were considered offensive and obscene, seen to advice sex to a younger audeince

-it was sexually explicit, context could be seen unsuitable for children in magazine location

http://www.businesspundit.com/10-ads-that-were-banned-for-sexual-content/

-seen as not relevant to the content

http://www.independent.co.uk/news/jack-wills-advertising-standards-authority-asa-fashion-teenager-ads-clothing-a7058951.html

-deemed inappropriate for young people.
- ASA ruled that younger teens might have a direct or indirect access to the catalogue and the images might appeal to younger readers because they portray “a lifestyle to which they might aspire”.

research feedback that the seuxal apporation defining factors-

-direct or indirect access to a underage audeince/location could be seen by children

-sexual objectification of the subject/exploitation

-subjects tone, the subject has to appear as in control/positively responding to the situation 

-sexualizing underage content/subject, pedophilic implications

-sexual relation to content, relevance to the product

-sexualizing adolescence material