Dr. Tom Reichert's sexinadvertising.com

Dr. Tom Reichert's sexinadvertising.com - The online source for sex in advertising research, history and commentary.

Tom Reichert

Many people consider sex in advertising, the use of sexy words and images in selling messages, a recent phenomenon—that Calvin Klein, Guess, and Victoria’s Secret set the bar for provocative nudity and sexual fire. These people might be surprised to discover that Rockford Varnish Company, an industrial manufacturer based in Rockford, Illinois, ran ads in the 1930s that would make Calvin’s models blush.

American marketers and advertisers have used sex to sell their brands since the early days of advertising. For example, images of naked women adorned ads for tobacco in the 1800s. Later, the need for admiration and intimacy was emphasized to sell soap and lotions to ladies in the 1920s. And romance and titillation were used in the 1950s and 60s for brands such as Noxzema, De Beers, Maidenform, and Miss Clairol.

For the story of sex in advertising, check out Erotic History.

	This 1871 tobacco label served to position the Pearl Tobacco brand. Many images such as this were used to appeal to men. Click on image to enlarge.
	Was this 1898 corset a precursor to the Wonderbra? Around this time marketers debated whether corsets on women should be visible or shown under clothing. Click on image to enlarge.
	Customers “flipping” over this 1938 eye-catching direct mail piece were treated to images of nuts, bolts, and ”specialty” fasteners. Click on image to enlarge.
	This ad and others ran in trade publications from the 1930s through the 1950s. Click on image to enlarge.
	Maidenform: Model Sara Dolley was “wanted” in this 1960 Western-style Wanted poster shot by Richard Avedon. This famous campaign ran from 1949 to 1969. Click on image to enlarge.
	In 1966 Swedish bombshell Gunilla Knutson told men to “Take it off. Take it all off.” Commercials featuring double entendre such as this one became appearing on network television in the 1960s. Click on image to enlarge.
	Guess and Calvin Klein owned sexuality in the 1980s when it came to designer jeans. Click on image to enlarge.
	Fashion marketers position their brands as provocative and cutting edge. Click on image to enlarge.
	Svedka is an up-and-coming premium Vodka. Its latest magazine ads represent the edge of acceptability in mainstream advertising. Click on image to enlarge.

References
Reichert, Tom (2003). The Erotic History of Advertising. Amherst, NY: Prometheus.
Sivulka, Juliann (1997). Sex, Soap and Cigarettes. Belmont, CA: Wadsworth.
Gallup & Robinson Pictorial Essay [http://www.gallup-robinson.com/essay1.html]

Tom Reichert's The Erotic History of Advertising

Sex in Advertising: Perspectives on the Erotic Appeal part of LEA's Communication Series

Sex in Consumer Culture: The Erotic Content of Media And Marketing part of LEA's Communication Series