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119-869: A Clarion Girl is a Japanese campaign girl chosen to represent the Clarion car audio products in television and print advertising campaigns . A new representative is chosen annually, and many careers have been launched or enhanced due to being selected during the annual contest. The Clarion Girl campaigns began in 1975 with the selection of Agnes Lum as the first Clarion Girl. Setsuko Karasuma , Masumi Miyazaki , and Renhō were chosen in following years. As of 2002, Clarion stopped selecting one per year, and began working jointly with Fuji TV , expanding into internet advertising . Sources: Sex in advertising Contemporary mainstream advertising, across various media platforms such as magazines, online, and television, frequently incorporates sexual elements to market

238-409: A persistent genital arousal disorder , which is a spontaneous, persistent, and uncontrollable arousal, and the physiological changes associated with arousal. Sexual arousal causes various physical responses, most significantly in the sex organs (genital organs). Sexual arousal for a man is usually indicated by the swelling and erection of the penis when blood fills the corpus cavernosum . This

357-435: A refractory period characterized by loss of their erection, a subsidence in any sex flush, less interest in sexual activity, and a feeling of relaxation that can be attributed to the neurohormones oxytocin and prolactin . The intensity and duration of the refractory period can be very short in a highly aroused young man in a highly arousing situation, perhaps without even a noticeable loss of erection. It can be as long as

476-481: A 2020 study by Vargas & Mensa shows. Despite the use of sex in marketing to influence men, the 2020 Vargas & Mensa study highlights that young women are more influenced; thus, the approach can be ineffective when directed towards male products. Recent research indicates that the use of sexual images of females in ads negatively affects women's interest. Research shows that females were more likely than males to be portrayed as nude, wearing sexual clothing or only

595-547: A cat mask and whip, which commentators said "oozed overt [...] sexuality". This costume was a move away from Catwoman 's skin-tight black suit that she wears for the majority of her appearances within DC Comics and thus, despite being entirely more revealing, was actually not a popular decision among fans of the character. Gallup & Robinson, an advertising and marketing research firm, has reported that in more than 50 years of testing advertising effectiveness, it has found

714-672: A conscious level of awareness, while an internal cognition can elicit the same effects indirectly, through the conscious representation of a sexual image. In the case of inhibition, sexual behavior can be active or conscious (e.g., choosing not to have sex) or it can be passive or unconscious (e.g., being unable to have sex due to fear). Toates emphasizes the importance considering cognitive representations in addition to external stimuli; he suggests that mental representations of incentives are interchangeable with excitatory external stimuli for eliciting sexual arousal and motivation. This model created by John Bancroft and Erick Janssen, previously at

833-462: A few hours or days in middle-aged and older men. The beginnings of sexual arousal in a woman's body is usually marked by vaginal lubrication (wetness; though this can occur without arousal due to infection or cervical mucus production around ovulation), swelling and engorgement of the vulva , and internal lengthening and enlargement of the vagina . There have been studies to find the degree of correlation between these physiological responses and

952-621: A general sexual interest that is satisfied by sexual activity. When sexual arousal is achieved by or dependent on the use of objects, it is referred to as sexual fetishism , or in some instances a paraphilia . There is a common belief that women need more time to achieve arousal. However, recent scientific research has shown that there is no considerable difference for the time men and women require to become fully aroused. Scientists from McGill University Health Centre in Montreal (in Canada) used

1071-510: A greater impact on women's sexual functioning than their menopausal status. It is therefore seen as important always to understand the "context of women's lives" when studying their sexuality. Reduced estrogen levels may be associated with increased vaginal dryness and less clitoral erection when aroused, but are not directly related to other aspects of sexual interest or arousal. In older women, decreased pelvic muscle tone may mean that it takes longer for arousal to lead to orgasm, may diminish

1190-400: A laboratory setting. This field of research looks at physical sexual responses in addition to mental and emotional experiences of sexual arousal. Various hypotheses and theories have been propounded in order to establish the biological bases for sexual arousal in humans. Ivan Tarkhanov showed, in experiments on cutting and artificial emptying of the seminal vesicles , that the latter played

1309-483: A lack of spontaneous desire should not be taken as an indication of female sexual dysfunction ; many women experience sexual arousal and responsive desire simultaneously when they are engaged in sexual activity. Frederick Toates presented a model of sexual motivation, arousal, and behavior in 2009 that combines the principles of incentive-motivation theory and hierarchical control of behavior . The basic incentive-motivation model of sex suggests that incentive cues in

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1428-421: A legitimate reason. Further research found that men have a positive attitude to sexual adverts, whereas women have a negative response to them; this study used an advert with both a male and female. This was thought to be because women had lower average sex drives than men. Another theory for this difference is that evolution has led men to seek casual sex, contrary to women who value commitment and intimacy in

1547-431: A lot of media are more likely than less regular audiences to consider stereotypes of sex roles on TV as realistic. The use of physically attractive models in advertising is a form of sex in advertising. Physical attractiveness can be conveyed through facial beauty, physique, hair, skin complexion as well as by the model's inferred personality. This form of sex in advertising is effective as it draws attention and influences

1666-509: A magazine delivering news, analysis, and data on marketing and media, published a list of Top 100 most effective advertising of the century, out of the 100, only eight involved use of sex. Unruly Media's viral video tracker lists the Top-20 most viewed car commercial viral videos; only one uses sex, while the No.1 spot was held by VW's "The Force" ad. The overall top-spot (across all product segments),

1785-409: A male erection can occur during sleep ( nocturnal penile tumescence ) without conscious sexual arousal or due to mechanical stimulation (e.g., rubbing against the bed sheet) alone. A young man—or one with a strong libido—may experience enough sexual arousal for an erection to result from a passing thought, or just the sight of a passerby. Once erect, his penis may gain enough stimulation from contact with

1904-480: A medical or physical condition. The lack of sexual arousal may be due to a general lack of sexual desire or due to a lack of sexual desire for the current partner. A person may always have had no or low sexual desire or the lack of desire may have been acquired during the person's life. On the other hand, a person may be hypersexual , which is a desire to engage in sexual activities considered abnormally high in relation to normal development or culture, or suffering from

2023-443: A mental arousal and the physiological changes that accompany it. Given sufficient sexual stimulation, sexual arousal reaches its climax during an orgasm . It may also be pursued for its own sake, even in the absence of an orgasm. Depending on the situation, a person can be sexually aroused by a variety of factors, both physical and mental. A person may be sexually aroused by another person or by particular aspects of that person, or by

2142-420: A model of the process of sexual arousal in 1984, in which he conceptualized human sexual response to be composed of three independent but generally sequential components . The first stage, aesthetic response, is an emotional reaction to noticing an attractive face or figure. This emotional reaction produces an increase in attention toward the object of attraction, typically involving head and eye movements toward

2261-498: A naked maiden on the package cover. In 1885, W. Duke & Sons inserted trading cards into cigarette packs that featured sexually provocative starlets. Duke grew to become the leading American cigarette brand by 1890. Other early forms of sex appeal in advertising include woodcuts and illustrations of attractive women (often unclothed from the waist up) adorning posters, signs, and ads for saloons , tonics , and tobacco . In several notable cases, sex in advertising has been claimed as

2380-455: A non-human object. The physical stimulation of an erogenous zone or acts of foreplay can result in arousal, especially if it is accompanied with the anticipation of imminent sexual activity. Sexual arousal may be assisted by a romantic setting, music or other soothing situation. Sexual arousal can come from porn or other sexual material. The potential stimuli for sexual arousal vary from person to person, and from one time to another, as does

2499-470: A partial amount of clothing. A study from the University of Minnesota in 2013 of how printed ads with sexual content affects women clearly showed that women are not attracted to them except in the case of products being luxurious and expensive. Besides alienating women, there is a serious risk that the audience in general will reduce support for organisations that uses the sexual images of women without

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2618-442: A person's sexual partner will normally also know their partner's erotic stimuli and turn-offs. Some people feel embarrassed by sexual arousal and some are sexually inhibited . Some people do not feel aroused on every occasion that they are exposed to erotic stimuli, nor act in a sexual way on every arousal. A person can take an active part in a sexual activity without sexual arousal. These situations are considered normal, but depend on

2737-524: A person. Given the right context, these may lead to the person desiring physical contact, including kissing , cuddling , and petting of an erogenous zone. This may in turn make the person desire direct sexual stimulation of the breasts , nipples , buttocks and/or genitals , and further sexual activity . Erotic stimuli may originate from a source unrelated to the object of subsequent sexual interest. For example, many people may find nudity , erotica or pornography sexually arousing. This may generate

2856-493: A product-related benefit, such as the product making its users more sexually attractive. Daily exposure on social media by adolescents to these types of influences can affect their development. Younger teenage girls are drawn to these ads in order to learn about romance and relationships. Correlational studies have linked sociodemographic variables to adolescent viewing habits. This can include (but not limited to) sex, age, and even ethnicity. Adolescents who watch and listen to

2975-720: A rapid increase in testosterone in women who were not using hormonal contraception . In terms of brain activation, researchers have suggested that amygdala responses are not solely determined by level of self-reported sexual arousal; Hamann and colleagues found that women self-reported higher sexual arousal than men, but experienced lower levels of amygdala responses. During the late 1950s and early 1960s, William H. Masters and Virginia E. Johnson conducted multiple studies into human sexuality . In 1966, they published Human Sexual Response , detailing four stages of physiological changes in humans during sexual stimulation: excitement, plateau, orgasm, and resolution. Barry Singer presented

3094-636: A result, Jōvan, Inc.'s revenue grew from $ 1.5 million in 1971 to $ 77 million by 1978. In 1991, J.K. Chemicals Group asked the Bombay office of Lintas Bombay to develop a campaign for a new condom brand. The problem was that in the late 1940s, the Nehru government had launched a major population limitation program to reduce India's birthrate. The program was very heavy-handed, using coercion, and demanding that men use condoms. The product therefore signified an oppressive governmental intrusion. The agency head hit on

3213-432: A similar way to VPG, but measures changes in clitoral blood volume, rather than vaginal vasocongestion. Thermography provides a direct measure of genital sexual arousal by measuring changes in temperature associated with increased blood flow to the vulvar tissues. Similarly, labial thermistor clips measure changes in temperature associated with genital engorgement; this method directly measures changes in temperature of

3332-453: A small number of closely linked brain mechanisms and therefore not subject to significant multivariate effects, cannot be subject to such a large sex difference as that apparent in pletysmographic studies. These neurologists cite the existence of significant volunteering bias among men but not women in erotica research, in particular that the overrepresentation of erectile dysfunction yet underrepresentation of sexuality-related shame in volunteers

3451-530: A stronger emotional load. Increased tolerance, more tempered censorship, emancipatory developments and increasing buying power of previously neglected appreciative target groups in rich markets (mainly in the West) have led to a marked increase in the share of attractive flesh 'on display'. A 2008 cross-national study examined nudity in television advertising in Brazil, Canada, China, Germany, South Korea, Thailand, and

3570-449: A variety of ways, including store greeters dressed only in underwear, models working in store and topless models on the bags. Employees were hired based on physical attractiveness. This strategy was aimed at teenagers and young adults, who are the most impressionable consumer group and have significant disposable income. During the late 1990s, the company produced a magazine/catalogue (magalog), featuring semi-nude or nude models. The magalog

3689-501: A wide range of branded goods and services. Provocative images of attractively dressed men and women are commonly used to promote clothing, alcohol, beauty products, and fragrances. Renowned brands like Calvin Klein , Victoria's Secret , and Pepsi use such imagery to cultivate an alluring media presence. In some cases, sexual content is overtly displayed, while in others, it is subtly integrated with imperceptible cues aimed at influencing

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3808-477: Is a necessity of life, just as air, food, and warmth." And yet there is no empirical evidence in support of such a parallel, Imieliński says. Sensations of hunger and thirst occur due to certain states of physiological insufficiency. The feeling of hunger results from the lack of glucose, fats and amino acids in blood. The feeling of thirst occurs in response to reduction of the water content of tissues. None of similar states of physiological deficiency responsible for

3927-664: Is a visual essay about sex roles in advertising and the symbolism implied in the depictions of men and women in advertising. When couples are used in an advertisement, the sex roles played by each partner also sends out messages. The interaction of the couple may send out a message of relative dominance and power, and may stereotype the roles of one or both partners. Usually the message is very subtle, and sometimes advertisements attract interest by changing stereotypical roles. For example, companies including Spotify , Airbnb , Lynx and Amazon.com have used same-sex couples in adverts. These adverts appeal to same-sex couples; they also create

4046-512: Is applicable to humans remains unknown. Unambiguous experimental evidence for the existence of the Tarkhanov regularity in human sexual behaviour has never been obtained. Another explanation of sexual arousal is offered by the approach, which Kazimierz Imieliński calls the "psychohydraulic model of sexuality". This point of view likens human sexuality to a steam boiler, with biological processes or internal irritants creating sexual tension. If

4165-468: Is at least as fast as male erection. They also argue that the appearance of a greater individual variability in female genital response than in male genital response is consistent with a representative female sample and a male sample subject to bias that leaves much of the individual variability unstudied, with a reference to the neurological observation that all brain structures display significant individual variability in both sexes and that no brain structure

4284-429: Is complex, with a wide range of factors increasing or decreasing sexual arousal. Physiological responses, such as heart rate , blood pressure , and erection , are often discordant with self-reported subjective perceptions of arousal. This inconsistency suggests that psychological or cognitive aspects also have a strong effect on sexual arousal. The cognitive aspects of sexual arousal in men are not completely known, but

4403-464: Is consistent with the hypothesis that genital response to both sexual relevance and appeal allows for a stronger erectile function than response only to appeal and that a majority of the male population are ashamed of their responses to unappealing stimuli, accounting for the discrepancy between the report from most heterosexual couples that male erection is faster than female lubrication and the appearance on pletysmography volunteers that female lubrication

4522-471: Is likely that the man will continue to ejaculate and orgasm fully, with or without further stimulation. Equally, if sexual stimulation stops before orgasm, the physical effects of the stimulation, including the vasocongestion , will subside in a short time. Repeated or prolonged stimulation without orgasm and ejaculation can lead to discomfort in the testes (corresponding to the slang term " blue balls " ). After orgasm and ejaculation, men usually experience

4641-553: Is more commonly found amongst men than women. Heterosexual men experience much higher genital and subjective arousal to women than to men. This pattern is reversed for homosexual men. Studies have found that women have a non-category-specific genital response pattern of sexual arousal, meaning their genital responses are only modestly related to their preferred category. On the other hand, female subjective responses are category-specific, because they typically report their highest level of arousal to their preferred stimulus, although

4760-401: Is pleasurable and painful at the same time. With an increase of sexual excitation, the tension increases and becomes wholly unpleasurable. This condition becomes so unbearable that the individual is forced to seek release from these tensions and liberation from the painful feelings. ... The pain of tension which accompanies the increase in the intensity of the instinctual drives changes, with

4879-576: Is strongly individual and varies from one occasion to the next depending on circumstances. Unlike many animals, humans do not have a mating season , and both sexes are potentially capable of sexual arousal throughout the year. Sexual arousal for most people is a positive experience and an aspect of their sexuality, and is often sought. A person can normally control how they will respond to arousal. They will normally know what things or situations are potentially stimulating, and may at their leisure decide to either create or avoid these situations. Similarly,

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4998-689: Is the last gasp of advertisers trying to give redundant products a new identity." Calvin Klein's first controversial jeans advertisement showed a 15-year-old Brooke Shields , in Calvin Klein jeans, saying, "Do you want to know what gets between me and my Calvins? Nothing." Calvin Klein has also received media attention for its controversial advertisements in the mid-1990s. Several of Calvin Klein's advertisements featured images of teenage models, some "who were reportedly as young as 15" in overly sexual and provocative poses. Although Klein insisted that these advertisements were not pornographic, some considered

5117-470: Is usually the most prominent and reliable sign of sexual arousal in males. In a woman, sexual arousal leads to increased blood flow to the clitoris and the rest of the vulva , as well as vaginal transudation - the seeping of moisture through the vaginal walls, which serves as lubrication . In males: It is normal to correlate the erection of the penis with male sexual arousal. Physical or psychological stimulation, or both, leads to vasodilation and

5236-636: Is variable only in females and not in males. Sexual arousal results in a combination of physiological and psychological factors, like genital sexual response and subjective experience of sexual arousal. The degree to which genital and subjective sexual response correspond is termed concordance . Arousal non-concordance is when there is no link, for example, in morning erection, which happens both with men ( nocturnal penile tumescence ) and women ( nocturnal clitoral tumescence ), or in cases of rape where research confirms reports of an arousal non-concordance orgasm or orgasm alike event can take place – presumably as

5355-460: The target audience . Furthermore, sexual content has been employed to promote mainstream products that were not traditionally associated with sex. For instance, the Dallas Opera 's marketing of the more suggestive aspects of its performances is believed to have contributed to a boost in ticket sales. The effectiveness of sex appeal in advertising varies depending on the cultural context and

5474-494: The DOJ “independently verified that minors were not used as models in the particular photographs that raised questions,” according to Deputy Assistant Atty. Gen. Kevin V. Di Gregory. Sexual arousal Sexual arousal (also known as sexual excitement ) describes the physiological and psychological responses in preparation for sexual intercourse or when exposed to sexual stimuli . A number of physiological responses occur in

5593-589: The Kinsey Institute, explores the individual variability of sexual response . They postulate that this variability depends on the interaction between an individual's sexual excitation system (SES) and sexual inhibition system (SIS). Popularized by Emily Nagoski 's self-help book Come as You Are , the SES has been described as the sexual response's 'accelerator' and the SIS as the 'brake'. The SIS/SES questionnaire

5712-580: The Korea Internet Advertising Foundation (KIAF) noted that 94.5% of South Korean high-schoolers were familiar with sex-driven ads, 83.4% of adults thought such ads have negative influence on society, and 91.2% said there are too many of such ads. A KIAF official noted that government legislation aimed to reduce such ads is not effective due to its ambiguity. Research has found that sex is used in adverts more in France than in

5831-600: The SESII-W (the Sexual Excitation/Sexual Inhibition Inventory for Women) was created by Graham and associates. Female focus groups found that the context of the emotional relationship between sexual partners was not fully represented in the original SIS/SES questionnaire. A factor analysis of this questionnaire revealed only two factors: sexual excitation (SE) and sexual inhibition (SI). This may point to internal inconsistencies in

5950-427: The SESII-W found that bisexual women scored higher on SES than the other groups and heterosexual women scored higher on the sexual inhibition factor than both the lesbian and bisexual women. More studies need to be done using the dual control model to gain a more broad view of sexual orientation and sexual arousability. One way to study sexual arousal in women and men is to conduct sexual psychophysiological research in

6069-465: The SIS/SES questionnaire regarding gender. One lower order factor in the SESII-W labeled Arousal Contingency was particularly relevant; this factor explains the easy disruption of sexual arousal. Regardless of the difference in these two questionnaires, both surveys' scores show normal distribution verifying the hypothesis that there is a normal individual variation in sexual arousal and inhibition. In

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6188-588: The United States because they are more sexually liberated and so receptive to its use in advertising. In the 21st century, the use of increasingly explicit sexual imagery in consumer-oriented print ads have become almost commonplace. Ads for jeans, perfumes and many other products have featured provocative images that were designed to elicit sexual responses from as large a cross section of the population as possible, to shock by their ambivalence, or to appeal to repressed sexual desires, which are thought to carry

6307-648: The United States. It showed that female but not male levels of nudity differed substantially across countries, and that U.S. and Chinese commercials showed the lowest level of nudity, whereas German and Thai ads showed the highest level. Historically, sex in advertising has focused on heterosexual gender roles, but there are increasing examples of sex being used to advertise to the LGBT community. The New Zealand Aids Foundation 's Love Your Condom (LYC) campaign used provocative images of males alongside captions such as "Riding hard?", "Bear hunting?" and "Going deep?", followed by

6426-460: The actual movie, she wears a button-down shirt that is far less revealing. The idea that "sex sells" has also led to film studios going a step further - rather than dressing female stars in a certain way simply to promote the movie, they base their actual costume design around this concept. For example, in the 2004 film Catwoman , Halle Berry simply wore a black push-up bra with S&M inspired straps, heavily ripped leather trousers and heels with

6545-434: The assumption that men are always sexually interested in what causes genital arousal removes its own falsifiability by explaining all contradictory data away as "denial", making the theory untestable. While there is disagreement among neurologists on whether or not it is possible to categorically distinguish male brains and female brains by measuring many variables in the brain, neurologists agree that all single variables in

6664-414: The attempted elucidation of their role in other animals' sexual behaviour has been the object of experimental effort. No generalisation has yet appeared, however. The study performed by Beach & Wilson ( University of California, Berkeley ) in 1964 discovered that these glands do not participate in the regulation of sexual arousal of male rats in the similar manner. Whether the regularity observed in frogs

6783-411: The attractive object. The second stage, approach response, progresses from the first and involves bodily movements towards the object. The final genital response stage recognizes that with both attention and closer proximity, physical reactions result in genital tumescence. Singer also stated that there is an array of other autonomic responses, but acknowledges that the research literature suggests that

6902-404: The background of images, shown in more 'feminine' poses than men, and generally present a higher degree of 'body display' than men in print advertisements. Sexual embeds are a controversial form of sex in advertising. They are a powerful technique that advertising agencies do not want consumers to consciously notice. They are subliminal elements that are detected as sexual information solely at

7021-498: The body and mind as preparation for sexual intercourse, and continue during intercourse. Male arousal will lead to an erection , and in female arousal , the body's response is engorged sexual tissues such as nipples , clitoris , vaginal walls , and vaginal lubrication . Mental stimuli and physical stimuli such as touch, and the internal fluctuation of hormones , can influence sexual arousal. Sexual arousal has several stages and may not lead to any actual sexual activity beyond

7140-449: The brain display more individual variation and overlap between the sexes than differences between the sexes. For instance, men and women alike are capable of classifying sex acts as sexual no matter if they find them appealing or not, making a genital response to unappealing erotic stimuli a single mechanism step. It is therefore argued by neurologists that category specificity of genital response to erotical imagery, being determined by one or

7259-448: The campaign as a form of " soft porn " or " kiddie porn " that was exploitative, shocking, and suggestive. In 1999, Calvin Klein was the subject of more controversy when it aired advertisements of young children who were only wearing the brand's underwear. This "kiddie underwear ad campaign" was pulled only one day after it aired as a result of public backlash. A spokesperson from Calvin Klein insisted that these ads were intended "to capture

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7378-434: The campaign would have, the agency purchased all the advertising space in the popular glamour magazine Debonair and filled it with erotic images of Bollywood actors and actresses promoting Kamasutra condoms. A television commercial followed featuring a steamy shower scene. The television ad was censored but the print campaign proved highly successful. The Italian clothing company Benetton gained worldwide attention in

7497-411: The consumer's attention for longer. Sex in advertising is also incorporated using hints of sexual behavior . The latter is communicated by the models using flirtatious body language , open posture and making eye contact with the viewer. Sexual behavior can also be displayed using several models interacting in a more or less sexual way. Sexual behavior in advertising is used to arouse sexual interest from

7616-433: The context of a sexual relationship. In adverts sex tends to be represented in its own right and not as part of a relationship leading to the difference in responses. This theory is supported by research which found that women respond less negatively to sexual adverts when it is in the context of gift giving from a man to a woman, i.e. when the sexuality of the advert is the context of commitment. Men respond more negatively to

7735-423: The crucial role in the generation of sexual excitement in frogs. Proceeding from these experimental results, Tarkhanov put forward a hypothesis that filling and evacuation of the seminal vesicles were the main biological cause, which led to sexual arousal and its disappearance in humans and other mammals. Ever since Tarkhanov's findings demonstrated sexual arousal in frogs to result from the state of seminal vesicles,

7854-411: The discharge, into the pleasure of relaxation. After a certain time, the same process begins anew. Such an approach assumes sexual arousal to be a spontaneous desire that appears periodically like sensations of hunger and thirst. Drawing a parallel between these sensations and sexual excitation is widely accepted now: "Everyone must experience sexuality in some way to survive. ... In this sense sex

7973-514: The environment invade the nervous system, which results in sexual motivation. Positive sexual experiences enhance motivation, while negative experiences reduce it. Motivation and behaviour are organized hierarchically ; each are controlled by a combination of direct (external stimuli) and indirect (internal cognitions) factors. Excitation and inhibition of behavior act at various levels of this hierarchical structure. For instance, an external stimulus may directly excite sexual arousal and motivation below

8092-414: The gender of the recipient, though these aspects are subject to further research and discussion. Gender Advertisements , a 1979 book by Canadian social anthropologist Erving Goffman , is a series of studies of visual communication and how gender representation in advertising communicates subtle, underlying messages about the sexual roles projected by masculine and feminine images in advertising. The book

8211-402: The genital and other regions may lead to a sex flush in some men. As sexual stimulation continues, orgasm begins, when the muscles of the pelvic floor , the vasa deferentia (between the testicles and the prostate), the seminal vesicles and the prostate gland itself may begin to contract in a way that forces sperm and semen into the urethra inside the penis. Once this has started, it

8330-404: The genital response is the most reliable and convenient to measure in males. In 2000, Rosemary Basson presented an alternative model to the human sexual response cycle that is specific to women's sexual response . She argues that gender differences in sex drive , sexual motivation, sexual concordance, and capacity for orgasm underlie the need for an alternative model of sexual response. While

8449-611: The hashtag #loveyourcondom. It was hoped by using images explicitly directed towards homosexual men, their use of condoms would increase, which would help decrease rates of HIV transmission amongst gay and bisexual men. The campaign has been successful, with a 12% reduction in new HIV infections among MSM in New Zealand. In a 2003 study conducted at the University of Georgia ’s Department of Advertising and Public Relations Grady College of Journalism and Mass Communication, researchers looked at sexual advertisements in magazines over

8568-477: The heritability of both factors of SIS, but research suggests that SES variability is down to environmental factors. The majority of studies investigating sexual functioning use heterosexual participants exclusively, limiting the generalizability of the dual control model. One study comparing heterosexual and gay men found that gay men had similar scores for SIS2, but scored significantly higher for SIS1 and SES. Heterosexual, lesbian, and bisexual women's scores on

8687-411: The human sexual response cycle begins with desire, followed by arousal, orgasm, and finally resolution, Basson's alternative model is circular and begins with women feeling a need for intimacy , which leads her to seek out and be receptive to sexual stimuli; women then feel sexual arousal, in addition to sexual desire . The cycle results in an enhanced feeling of intimacy. Basson emphasizes the idea that

8806-412: The idea of a pleasurable condom, "So when the user hears the brand name, he says, "Wow. It's a turn on. Not a turn off." A brainstorming session hit on the name " Kamasutra ", which refers to an ancient Sanskrit treatise on lovemaking and the sculptures at temples that illustrate the positions involved. The term was known to well-educated Indians, the intended audience. Correctly predicting the huge impact

8925-400: The image that these companies are tolerant, allowing them to appeal to a wider consumer audience. As many consumers and professionals are thinking people, sex may be used to grab a viewer's attention, but this is likely short-term success. Whether using sex in advertising is effective depends on the product. About three-quarters of advertisements using sex to sell the product are communicating

9044-667: The importance of physical attractiveness and role as a mate. This emphasis has led men and women to value intelligence and general skills less. The rise in awareness of sexism portrayed in these types of adverts has led to stricter advertising policies. One group that enforces these rules is the Advertising Women of New York association. Adverts using highly sexual images containing nudity and unrealistic physiques can lead to self-objectification. In turn, this can lead to shame, disgust, appearance anxiety, eating disorders and depression. The increase in self-objectification caused by

9163-512: The increased blood flow engorges the three spongy areas that run along the length of the penis (the two corpora cavernosa and the corpus spongiosum ). The penis grows enlarged and firm, the skin of the scrotum is pulled tighter, and the testicles are pulled up against the body. However, the relationship between erection and arousal is not one-to-one (arousal non-concordance). After their mid-forties, some men report that they do not always have an erection when they are sexually aroused. Equally,

9282-557: The inside of his clothing to maintain and encourage it for some time. As sexual arousal and stimulation continues, it is likely that the glans or head of the erect penis will swell wider and, as the genitals become further engorged with blood, their color deepens and the testicles can grow up to 50% larger. As the testicles continue to rise, a feeling of warmth may develop around them and the perineum . With further sexual stimulation, their heart rate increases, blood pressure rises and breathing becomes quicker. The increase in blood flow in

9401-675: The intensity of orgasms, and then cause more rapid resolution. The uterus typically contracts during orgasm and, with advancing age, those contractions may actually become painful. Psychological sexual arousal involves appraisal and evaluation of a stimulus, categorization of a stimulus as sexual, and an affective response. The combination of cognitive and physiological states elicits psychological sexual arousal. Some suggest that psychological sexual arousal results from an interaction of cognitive and experiential factors, such as affective state, previous experience, and current social context. The relationship between sexual desire and arousal in men

9520-475: The internal organs also occur including to the internal shape of the vagina and to the position of the uterus within the pelvis . Other changes include an increase in heart rate as well as in blood pressure , feeling hot and flushed and perhaps experiencing tremors. A sex flush may extend over the chest and upper body. If sexual stimulation continues, then sexual arousal may peak into orgasm . After orgasm, some women do not want any further stimulation and

9639-412: The labia. More recently, laser doppler imaging (LDI) has been used as a direct measure of genital sexual arousal in women. LDI functions by measuring superficial changes in blood flow in the vulvar tissues. The most obvious response involved with sexual behaviour in males is penile erection . The use of the volume (or circumference) change during penile erection as a convenient measure of sexual arousal

9758-556: The late 20th century for its saucy advertising, inspired by its art director Oliviero Toscani . He started with multicultural themes, tied together under the campaign "United Colors of Benetton" then became increasingly provocative with interracial groupings, and unusual sexual images, such as a nun kissing a priest. Calvin Klein of Calvin Klein Jeans has been at the forefront of this movement to use sex in advertising, having claimed, "Jeans are about sex. The abundance of bare flesh

9877-437: The level of arousal. Stimuli can be classified according to the sense involved: somatosensory (touch), visual, and olfactory (scent). Auditory stimuli are also possible, though they are generally considered secondary in role to the other three. Erotic stimuli which can result in sexual arousal can include conversation, reading, films or images, or a smell or setting, any of which can generate erotic thoughts and memories in

9996-458: The level of this tension reaches threshold, sexual arousal occurs as the expression of necessity to let off steam. Gary F. Kelly ( Clarkson University ) describes this model as follows: For centuries, the assumption was made that the longing for sexual interaction was innate, and an inner drive model was used to explain it. It has been suggested that this model was much like a metaphor for a steam boiler. Internal sexual "steam" would build up until

10115-486: The limits of this freedom. Automobiles were more than practical devices, they were also highly visible symbols of affluence, mobility and modernity. The ads offered women a visual vocabulary to imagine their new social and political roles as citizens and to play an active role in shaping their identity as modern women. The earliest known use of sex in advertising is by the Pearl Tobacco brand in 1871, which featured

10234-642: The magnitude of arousal need not be consistent. That is, the hypothesis is that vaginal lubrication can take place as a protective mechanism even in a non-preferred sexual situation, such as when sexual activity is non-consensual . Other researchers argue that since the research is done on people who volunteer to be studied, the observed levels of category specificity may not represent the population, that there may be different cultural expectations of sexual interests being linked to genital arousal that make men with non-category specific genital arousal less likely to appear as test subjects. There researchers also argue that

10353-411: The maturity, age, culture and other factors influencing the person. However, when a person fails to be aroused in a situation that would normally produce arousal and the lack of arousal is persistent, it may be due to a sexual arousal disorder or hypoactive sexual desire disorder . There are many reasons why a person fails to be aroused, including a mental disorder, such as depression , drug use , or

10472-491: The message. This solves the greatest problem in advertising of getting the potential buyer to look at and remember the advertisement. However, the introduction of attraction and especially sexuality into an ad often distracts from the original message and can cause an adverse effect of the consumer wanting to take action. There are some studies that contradict the theory that sex is an effective tool for improving finances and gathering attention. A study from 2009 found that there

10591-438: The method of thermal imaging to record baseline temperature change in genital area to define the time necessary for sexual arousal. Researchers studied the time required for an individual to reach the peak of sexual arousal while watching sexually explicit movies or pictures and came to the conclusion that on average women and men took almost the same time for sexual arousal — around 10 minutes. The time needed for foreplay

10710-403: The original SIS/SES questionnaire, statistically significant gender differences are seen despite considerable overlap in scores between men and women. On average, males score higher on sexual excitation and lower than females on both facets of sexual inhibition. The differences in scores between genders have not been explained beyond the theoretical level. The source of individual variability on

10829-451: The overall feeling of the ad. Furthermore, such ads create an association between physical attractiveness and the product which sends a message to the consumer that buying and using the product will help them achieve that physique. The sexual arousal possibly elicited by physical attractiveness in adverts is thought to transfer onto the advertised product. Marketers often use tactics such as sexual imagery in their advertisements to capture

10948-532: The periodical appearance of sexual arousal has been revealed in human sexuality. Sexual arousal in women is characterized by vasocongestion of the genital tissues, including internal and external areas (e.g., vaginal walls , clitoris , and labia ). There are a variety of methods used to assess genital sexual arousal in women. Vaginal photoplethysmography (VPG) can measure changes in vaginal blood volume or phasic changes in vasocongestion associated with each heartbeat. Clitoral photoplethysmography functions in

11067-523: The physiological measurements of sexual arousal. Studies have found temperature change specific to the genitals during sexual arousal, which supports the validity of this measure. Category-specificity refers to a person showing sexual arousal to the categories of people they prefer to have sex with. Sexual arousal studies involving category-specificity look at genital responses (physiological changes), as well as subjective responses (what people report their arousal levels to be). Category-specific sexual arousal

11186-490: The pressure became so great that the drive to release it was very strong. This view also assumed that there was some adverse physical consequence of not releasing the pressure. The "psychohydraulic model of sexuality" has been formulated most definitely in psychoanalysis : The instinct causes tensions within the central nervous system, which spread out over the whole being; it is urgent and irresistible in nature and constantly repeats itself. ... An erection, for example,

11305-554: The professional realm and importance in business backgrounds. However, as this change occurred there has been a substantial increase in the number of images that showcase women as less sexually powerful than men and as objects of men's desire. The 2011 documentary film Miss Representation by Jennifer Siebel Newsom explores how the depiction of women in mainstream media contributes to the under-representation of women in leadership roles and other positions of influence. Furthermore, sex in advertising has been criticized for its emphasis on

11424-434: The reason for increased consumer interest and sales. Woodbury's Facial Soap , a woman's beauty bar, was almost discontinued in 1911. The soap's sales decline was reversed, however, with ads containing images of romantic couples and promises of love and intimacy for those using the brand. Jōvan Musk Oil , introduced in 1971, was promoted with sexual entendre and descriptions of the fragrance's sexual attraction properties. As

11543-408: The reported difference in levels of arousal is typically much smaller than those in men. A possible explanation for the non-category specific genital arousal in women, which also accounts for their high individual variation, is the "preparation hypothesis". This hypothesis suggests that, provided there is enough of an increase in vaginal blood flow for vaginal lubrication to occur in a sexual context,

11662-717: The right stimulation in the right circumstances, there are physical and psychological changes to women's sexual arousal and responses as they age. Older women produce less vaginal lubrication and studies have investigated changes to degrees of satisfaction, frequency of sexual activity, to desire, sexual thoughts and fantasies , sexual arousal, beliefs about and attitudes to sex, pain, and the ability to reach orgasm in women in their 40s and after menopause . Other factors have also been studied including socio-demographic variables, health, psychological variables, partner variables such as their partner's health or sexual problems, and lifestyle variables. It appears that these other factors often have

11781-507: The same time. The overt use of sexuality to promote breast cancer awareness , through fundraising campaigns like "I Love Boobies" and "Save the Ta-tas", is effective at reaching younger women, who are at low risk of developing breast cancer, but angers and offends some breast cancer survivors and older women, who are at higher risk of developing breast cancer. In addition, sexually objectified content fails to achieve its goal of brand recall,

11900-461: The same warmth and spontaneity that you find in a family snapshot." Film studios often make use of provocative movie posters in order to increase publicity and draw in larger audiences. One example is the iconic poster for Quentin Tarantino 's 1994 film Pulp Fiction , in which Uma Thurman lies on her front, wearing a low-cut top and stilettos and smoking a cigarette despite the fact that, in

12019-1000: The sex of the actors portrayed in the stimulus, and men may be more likely than women to objectify the actors. There are reported differences in brain activation to sexual stimuli, with men showing higher levels of amygdala and hypothalamic responses than women. This suggests the amygdala plays a critical role in the processing of sexually arousing visual stimuli in men. Research suggests that cognitive factors like sexual motivation, perceived gender role expectations, and sexual attitudes play important roles in women's self-reported levels of sexual arousal. In her alternative model of sexual response, Basson suggests that women's need for intimacy prompts them to engage with sexual stimuli, which leads to an experience of sexual desire and psychological sexual arousal. Psychological sexual arousal also has an effect on physiological mechanisms; Goldey and van Anders showed that sexual cognitions impact hormone levels in women, such that sexual thoughts result in

12138-562: The sexual advert when it involves gift giving as it emphasizes them having to spend money in a relationship. This is in line with evolutionary theory that women value men for their resources and men value women for sex and fertility. Further research found that even in men, recall of the advert is worsened by sexual content, as they focus on breasts and legs but not on the product. In order to be consistent, brands use standardized campaigns across various countries. Cultural differences have been found in response to sexual adverts. A 2016 study by

12257-437: The sexual arousal quickly dissipates. Suggestions have been published for continuing the sexual excitement and moving from one orgasm into further stimulation and maintaining or regaining a state of sexual arousal that can lead to second and subsequent orgasms. Some women have experienced such multiple orgasms quite spontaneously. While young women may become sexually aroused quite easily, and reach orgasm relatively quickly with

12376-494: The sexual excitation and inhibition systems is not known definitively. Even less is known about how these systems develop in individuals. Age of first masturbation has been used as a measure to assess sexual development. Age of masturbatory onset is much more variable in girls than boys, whose tend to be close to puberty. Researchers have not determined whether this gender difference is biological in nature or influenced by sociocultural values. One twin-study has found evidence for

12495-430: The span of the last 30 years. The rate at which sex in advertising is being used increased from 15% to 27% in the advertisements that the researchers looked at. Their reasoning behind the increase is because they believe sex still sells, specifically with “low-risk products impulse purchases.” The study also mentions “alcohol, entertainment and beauty are the main product categories that use sex in advertising. Ad Age ,

12614-422: The state does involve the appraisal and evaluation of the stimulus, categorization of the stimulus as sexual, and an affective response. Research suggests that cognitive factors, such as sexual motivation, perceived gender role expectations, and sexual attitudes, contribute to sex differences observed in subjective sexual arousal. Specifically, while watching heterosexual erotic videos , men are more influenced by

12733-507: The subconscious level. Sexual embeds can take the form of objects or words that, at the subconscious level (or when occasionally consciously identified) explicitly depict sexual acts or genitalia. For example, a perfume bottle could mimic a phallic shape and its positioning could suggest sexual intercourse. Embeds are especially effective as they unconsciously trigger sexual arousal in the consumer which drives motivation and goal directed behavior such as purchase intention. After women achieved

12852-462: The use of sex in advertising has been found in women and men. The latter is not surprising with the increased sexual portrayal of men in advertising. Sex in advertising is an accepted marketing technique, however it is not unusual for it to cause backlash when it breaks social norms. In 1995, the Calvin Klein advertising campaign (see section on Calvin Klein, above) that showed teenage models in provocative poses wearing Calvin Klein underwear and jeans

12971-528: The use of the erotic to be a significantly above-average technique in communicating with the marketplace, "...although one of the more dangerous for the advertiser. Weighted down with taboos and volatile attitudes, sex is a Code Red advertising technique ... handle with care ... seller beware; all of which makes it even more intriguing." This research has led to the popular idea that "sex sells" . Marketing strategies centered around sex have been successful. Abercrombie & Fitch used sex to market their brand in

13090-411: The viewer. Research has shown that sexual arousal elicited by an advert subsequently affects the overall ad evaluation and the chances of future purchase. For example, in a Guess clothing advert, while the models are physically attractive, it is their behavior such as position, posture and facial expressions that communicate sexual interest to the viewer. Women are often shown as being shorter, put in

13209-475: The vote in the United States, Britain and Canada in the 1920s, advertising agencies exploited the new status of women. For example, they associated driving an automobile with masculinity, power, control, and dominance over a beautiful woman sitting alongside. More subtly, they published automobile ads in women's magazines, at a time when the vast majority of purchasers and drivers were in fact men. The new ads promoted themes of women's liberation while also delineating

13328-420: The woman's subjective sensation of being sexually aroused: the findings usually are that in some cases there is a high correlation, while in others, it is surprisingly low. Further stimulation can lead to additional vaginal wetness and further engorgement and swelling of the clitoris and the labia , along with increased redness or darkening of the skin in these areas as blood flow increases. Further changes to

13447-763: Was a negative correlation between nudity and sexuality in movies, and box office performance and critical acclaim. A 2005 research by MediaAnalyzer has found that less than 10% of men recalled the brand of sexual ads, compared to more than 19% of non sexual ads; a similar result was found in women (10.8% vs. 22.3%). It is hypothesized by that survey, that this is a result of a general numbing caused by overuse of sexual stimuli in advertising. In another experimental study conducted on 324 undergraduate college students, Brad Bushman , professor and Chair of Mass Communication at Ohio State University , examined brand recall for neutral, sexual or violent commercials embedded in neutral, sexual or violent TV programs. He found that brand recall

13566-410: Was a success, with A&F issuing over 1.5 million copies. The use of sexual branding raised their revenue from $ 85 million in 1993 to $ 1.35 billion in 2002. A&F have expressed that they will move away from sexual marketing, and focus on showcasing product and trends. Sexuality in advertising is extremely effective at attracting the consumer's attention and once it has their attention, to remember

13685-457: Was deemed inappropriate and shocking. The ads were withdrawn when parents and child welfare groups threatened to protest and Hudson stores did not want their stores associated with the ads. It was reported that the U.S. Justice Department was investigating the ad campaign for possible violations of federal child pornography and exploitation laws. The Justice Department subsequently decided not to prosecute Calvin Klein for these alleged violations as

13804-489: Was developed to assess an individual's SIS and SES levels. A factor analysis of the SIS/SES questionnaire, revealed a single excitation factor and two inhibition factors. These inhibition factors were interpreted as SIS1 (inhibition due to the threat of performance failure) and SIS2 (inhibition due to the threat of performance consequences). The SIS/SES questionnaire was originally developed for men though it has since proven its statistical validity among women. Despite this,

13923-466: Was first developed by Kurt Freund . This measurement of blood flow to the male genitals is known as penile plethysmography. This is commonly measured using a strain gauge, a simple mercury strain gauge encompassed in a ring of rubber. The ring surrounds the penis , but does not constrict or cause discomfort. The measure has been found by some to be a reliable and valid measurement of male arousal. More recently, thermography has been developed to measure

14042-481: Was held by VW's "Fun Theory" campaign, the most viewed viral video as of October 2011. The use of sex in advertising has been criticized for its tendency to reinforce sexist stereotypes. Since the late 1970s, many researchers have determined that advertisements depict women as having less social power than men, but the ways in which women are displayed as less powerful than men have evolved over time. In modern times, advertisements have displayed women's expanding roles in

14161-465: Was higher for participants who saw neutral TV programs and neutral commercials versus those who saw sexual or violent commercials embedded in sexual or violent TV programs. Other studies have found that sex in television is extremely overrated and does not sell products in ads. Unless sex is related to the product (such as beauty, health or hygiene products), there is no clear effect. Using sex may attract one market demographic while repelling another at

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