The purpose of commercial advertising has never changed, it is to persuade consumers, or persuade. And the best way to get to the top of your emotions is to use symbols to connect with consumers. Such as politics, sex, or feminism.
These are undoubtedly the best carrier of brand values, and inevitably, the risk.
As we mentioned last year in the series of "advertising wars": we are talking about advertising, but not just advertising.
Not long ago, Paris fashion week, replica YSL handbags (YSL) a set of promotional photos once again brought the advertising industry a hundred years of advertising problem: in the end there is no effect?
But the controversy over this time turned to criticism. Advertising on female models dressed in tablets, Wisp legs open posture violated the public outrage.
A Parisian street to these ads posted a "SEXISTE" (French for "gender discrimination"); the "replica YSL bags social network, you have no taste to remove ads" label; after the French advertising watchdog ARPP received more than and 120 letters of complaint, asked YSL to withdraw as soon as the change of advertising.
One of twitter found 1967 replica YSL handbags advertising, it can represent the protesters mood, this picture of the classic advertising picture is wearing the iconic "YSL Le Smoking" smoking suit, air of casual models, and today this "sexy plaything" ads in stark contrast.
In the second wave of feminism in the 60s and 70s, replica YSL handbags was really famous for putting women in their original male dresses. But the contrast is slightly interpret out of context too, as a luxury brand with a history of fifty-five years, this is obviously the story of a section of the YSL in the past, than the bold advertising meet the eye everywhere.
"Really, is that a big measure?" BBDO Shanghai Executive Creative Director Zhao Xiaofei told curiosity daily (www.qdaily.com), in his view, replica YSL online's advertising is not good, it is definitely not bad advertising.
So is the world becoming more conservative? Naked sexy advertising is not as effective as it was years ago. What's more, replica YSL handbags also hit a not very good time: Trump took office after the launch of a new wave of women's rights, and advertising on the line just happens to be the eve of women's day.
Shanghai Wieden+Kennedy creative director Yang Yun told the "Daily" curiosity (www.qdaily.com) interview gives this explanation: "as Wilde said," Everything in the world is about sex except sex. Sex is about power. "is also political, if using sex appeal advertising but ignore the underlying political implications it is easy to have the opposite effect."
In fact, it is because people are now on the political means more sensitive, a lot of sexy ads used to impress consumers of the brand began to become submissive and obedient, often means boring -- is not good, not bad.
80s is often in the advertisement audience Calvin Klein last year with I in ________ advertising theme is #mycalvins, Justin Bieber and Klara Kristin invited to shoot, critics call "lack of humor, attitude, creative. The underlined advertisements are like the three grade reading comprehension questions."
The famous American advertising blogger Mark Duffy recently published an article that criticized today's fashion advertising "lack of thought" (idealess), he hate those few minutes, hate H M model of micro film advertising She 's a Lady, that it was nothing new, CK advertising to further strengthen his judgement, "the fashion circle a little creative advertising is gone, and all this let him start to miss American Apparel soft porn ads.
On the contrary, some are very boring FMCG quietly "unbridled" A: kitchen cleaner Mr.Clean shot a female to bald muscular tease a recent Coca-Cola marketing audience; don't talk about "happy to share", let a pair of siblings and their mother in the advertisement seduce sexy pool boy.
This is not the case in the past.
Before the turn of the Millennium street, a fashion brand advertising has not so much American Apparel advertising star face, young unknown body constantly refresh the bare scale; related and unrelated brands may feel free to use beauty in the advertisement, not so much about. After all, the master of advertising David Ogilvie has long been refined, advertising creative 3B principles Beauty, Baby and Beast, but ranked first in beauty.
If you want to trace back to the source, the history of the first sex appeal advertising was born in 1871, Pearl brand cigarettes very straight in the cigarette packaging printed on a semi naked goddess.
Since then, a large number of tobacco companies have adopted the same strategy: in 1885, Duke Sons took a group of sexy female star printed on the cigarette case, promoting consumer awareness of "collecting"; review history of domestic cigarette packaging, cigarette marketing will find the period of the Republic of China is the old Shanghai with the help of the exquisitely dainty and ravishingly beautiful beautiful pictures, cheongsam the swimsuit, the combination of Chinese and western.
In fact, it is not difficult to understand, for the mainstream consumer groups of cigarettes at that time, the sexual arousal also means that the impulse of instant consumption followed. If you use scientific theory to explain, that is, the human brain in the control of the original impulse of the "brain" (Lizard) in receiving sexual information will immediately take the upper hand.
Famous men's magazine Maxim and FHM have done a number of tests on the cover. The results showed that with the naked women do cover of the periodical sales was significantly higher than that of male stars, even if the content is related to male male readers eager to read.
The image is not so cheap and fast (arousal threshold is not so high) time, whether it is fashion, cars, cigarettes, drinks, snacks, or telecommunications services, from "love" of the original impulse on a slice, even if the relationship between it and the products are not so near for example, Paris Hilton and burger king.
Of course, the most used sex appeal advertising or fashion. The most common elements of luxury advertising are lust, freedom and sex.
In 1954, Marilyn Monro just let a word of Chanel No. 5 has become synonymous with permanent sexy, "I only go to sleep wearing Chanel No. 5" - this is probably one of the impression of the most sexy fashion marketing. It touched the hearts of countless men and women, after the numerous perfume ads are trying to create a similar illusion.
If I really said Charlize Theron endorsement of Dior advertising also slightly conservative, then Gucci Guilty 2016 Jared Leto and the two let film actress is much more bold. But the routine was always the same dream -- let the dress of delicate and sexy star to show more amorous side in the use of perfume, or a romantic relationship with that. No one likes to be alone. How many sexy women do you want to be single?
So many ads in the interpretation of sexy fashion brands, we must mention the most classic Calvin Klein. In 80s, a brand by only fourteen year old child actress Brooke Shields starred in the television advertising ("I want to know my jeans and CK in the middle of what? Nothing. " For it to lay the "sexy" as the theme of the tone.
The original CK by selling women's coats started at the time of the American fashion or copied from Paris, or cultural symbol stack (reflecting the hippies, Vietnam style clothing, simple style CK lot) won the favor of the market. But they began to "sexy" in advertising, or because the founder of Klein to expand the business to jeans. The jeans like pants as popular today, many well-known brands such as Levi s, already on the market for blockbuster, so with the above the loading history of advertising works.
After the CK is like an addiction, less and less clothes on the model body, and its distinctive brand image is also gradually established in the dispute, but also by the way with a fire in the fashion advertising Kate Moss morbid beauty. In 1995, CK chose a number of underage models to capture the obvious advertising of jeans, even the president Clinton's public criticism.
90s Mark Wahlberg and Kate Moss
Another obsession with nudity in the fashion world - Tom Ford may be the most far-reaching impact on the contemporary sex appeal advertising.
He just influence a number of mainstream brands, has also brought some of the most controversial advertising: he is under the control of Gucci in 2003 published a great impact to the brand publicity photos, model Carmen Kass showed in which almost no lower body cover, and pubic hair was shaved into the letter "G" shape; in 2000 it received 948 complaints about the YSL Opium perfume poster, nude female model Sophie Dahl in that strong posture lying on the floor, then he is the creative director of YSL; in 2007, he launched his men's perfume brands, the most popular advertising is a faceless naked woman with his legs clamped perfume......
A flood of advertising, the possible reasons are censorship tolerance, developed countries economic level rise -- those impulse buying products are often not necessities, but research shows that sexual stimulation can indeed attract customers short notice.
Things changed quickly. At least for the sale of scarce luxury goods, for young people now, sex has spilled.
In February this year, CK's new design director Raf Simons under the supervision of the first round of ads released: no explicit underwear or affectionate Teaser picture, the first round of the eight Zhang Jingzhao in the famous American artists as the background, the models were wearing simple and iconic CK dress, bare degree just to let people see CK advertising the degree of.
CK "American classics" series, photographer: Willy Vanderperre
The humanities and art breath instead of lust, the inspiration is not sex, but a broader sense of beauty. This is not an accident. At the end of February, several stars photographed Oscar for best film "Moonlight boy" the theme of "Enlightenment" CK advertising, publicity photos than underwear, more like a movie magazine feature film.
Transformation is not just CK. Dolce Gabbana was in 2015 a gang rape advertising was outside misreading (more than male models surrounded by female models) have been questioned, after marketing is to focus on the traditional Italy family; LV in 2013 autumn and winter APIs have been accused of encouraging transaction, it now becomes more cautious.
The kind of sexy naked finally sold, Gucci slow growth performance in the end to illustrate some of the problems. Alessandro Michele took over in 2015 by another youth, neutral aesthetics make the brand back to recent quarter advertising in those a little silly book model seems to reflect the new understanding of sexy people today.
Gucci 2016 spring summer
The fashion of this reform, the node seems to be around 2013 (when WWD has published an article asking, "are advertising controversial go? "). This node has two things happened: the rise of fast fashion and classic youth brand -- M, Zara, H decline started the rapid global expansion of UNIQLO, was all the way to the United States fashionable sexy advertisement brand Abercrombie Fitch and American Apparel began to go downhill.
Fast fashion is not that sexy, they face the market and the international mainstream crowd, the target group is all people regardless of the fat beauty; and the "beauty" and "body" requirements to achieve the ultimate Abercrombie Fitch stream, in the millennial generation seems very politically incorrect".
Take a look at H M this very "politically correct" ad:
H M 2016 autumn advertising She's a Lady
Not that there is no sexy fast fashion brand advertisement, in addition to the above the women's advertising, the definition of sexy is diversified, sexy in fast fashion brand advertising or a symbol of digestion: 2015 H M winter ad, sexy men of God Beckham and comedian Kevin Hart wore the same as like as two peas clothing is a spoof of perfect to get customer.
Fashion circles need to accept that consumer groups, both from the composition or behavior habits have changed dramatically. When Abercrombie Fitch was crazy to boycott in 2013 when the boycott is not the parents, but the brand direct consumers -- including Miley Cyrus, young voice, in the autumn of that year, research firm Piper Jaffray in the United States at the beginning of the high school girls "what brand you no longer wear" survey, Abercrombie Fitch and its Hollister ranked cards two or three, the same year, it closed 220 stores.
In 2014 the Nielsen report shows that before the Millennium than any generation of focus on sustainability and social responsibility. The appeal of "sexy" in the ads is fading, and comfort and health have become a more important element. The most relevant areas in underwear and "sex", the rise of the two trend confirms this point: the main push gather bra Victoria Secret to "sport wind" bow from the sale of thin unlined bra, and said "No Padding is Sexy Now! (now there is no pad sexy); some lingerie brands to abandon the use of PS, or even as New Zealand underwear brand Lonely, directly to find a 56 year old model Mercy Brewer, replaced by the grace of erotic. Of course, Mercy Brewer figure is obviously much better than most of his peers, which is another kind of quiet hint.
Therefore, it is not so much the "sexy" status of advertising marketing has been shaken, as it is being redefined by consumers. In the Kate Moss bridge rule era, skinny "heroin style elegance" is a kind of sexy, but when a young model died of anorexia, France and Britain are big "rich" supermodel Israel banned "super skinny model". When people today the aesthetic tendency of "true" rather than "perfect", nudity in advertising, probably will be like this claim the best New York gym, but is still behind the brand scale, hope and you communicate through. Inside
Lydia Hearst plays the mother of open breastfeeding
Alan Jouban plays male Cheerleader
Bianca Van Damme play activist
Look back over a century of marketing, was found to have sex appeal advertising effectiveness has been perhaps not so high -- in the "Advertising Age" selection of the last century the 100 most effective advertising, only 8 of the use of the.
But the Coca-Cola began to fly more and more self. Naked is no longer a matter of surprise, for the general public's fast food advertising can naturally add sexual elements." Yang Yun said, pay attention to the maverick fashion circle reuse to advertise, not so provocative."
It should be noted that, now consumers are not tired of sex, but the sex of the brutal use of women as well as disrespect. Super Bowl with sex comedy color Mr.Clean, or even T-Mobile that the theme of the SM ads, are more creative than the legs and wisdom.
Or transformation, or do smart point, advertising should be clever and interesting. It is a "double-edged sword", but it is one of the myriad of creative ways, in the words of the three creative people we interviewed". Sex appeal advertising will still appear in the market, but it is determined by means of smart or not, it will no longer be the sex itself.
-- -- --
Sex appeal advertising is really effective?
Under what circumstances is it appropriate and necessary to use the elements in advertising?
If used, how to grasp the scale?
This is a reply from three creative people
Generally speaking, the sex appeal advertisement effective opportunity is relatively large, after all "shisexingye", this element with violence, conflict, death, romance, family like can always draw attention and discussion, with our social media content to the idea of trying to catch "hot point" now.
In the case of the target can cause the attention of the audience, in the premise of effective dissemination of brand information, I deeply hope that the use of the elements of the more the better advertising.
Does not matter the appropriate scale, only the skill and style of the high points.
BBDO Shanghai Executive Creative Director Zhao Xiaofei
Shisexingye, is an important aspect of human nature, is the inevitable can cause the audience attention and reaction to use advertising. But at the same time it is not simple, as Oscar Wilde said: "Everything in the world is about sex except sex. Sex is about power." is also political, if using sex appeal advertising but ignore the underlying political implications, it is easy to cause negative effects.
Wieden+Kennedy Shanghai creative director Yang Yun
Certainly effective. All elements associated with human emotions are effective in advertising, and sex is a spontaneous and intense emotion.
Two points. The first point: with the right. The use of legitimate reasons, that is to say there is a correlation between category and brand, rather than in order to Bo eyeball, but it will backfire. Cough syrup please do not use the "sex" element.
The second point: good use. In China, under the cultural background of "sex" culture, the use of "sex" elements must consider the aesthetic taste of Chinese culture. If the Western bold direct approach to use directly, the audience will be embarrassing disease outbreak.
For me, there is no standard at all, not only beauty and ugliness of the. The use of "sex" elements in advertising, with particular attention to the use of the United States, should not be "vulgar", a "vulgar" on the "low". Vulgar sexual temptation is absolutely destructive brand.
FCB (FCB) managing director Pan Sheng Shanghai
Title from Gucci, CK
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