Sex in Consumer Culture

Tom Reichert, Jacqueline Lambiase

"This book bares it all--how the media and advertisers entice and excite with nudity and eroticism. The book covers (or perhaps 'uncovers' is a better word) how a variety of media and cultural forms, including video games, music videos, commercials and even trade shows, appeal to carnal rather than critical thinking."—Lawrence Soley, Colnik Professor of Communication, Marquette University, Author of Censorship, I"Sex in Consumer Culture is a timely and significant piece of scholarship on an enduring element of advertising theory and practice. The book brings together the most contemporary thinking on this controversial subject and is a 'must read' for every serious advertising, communication, and marketing scholar."—Leonard Reid, Professor of Advertising, University of Georgia"It's truly astonishing how little serious study has been devoted to sex in marketing--a significant, though rarely admired, aspect of the field--until now. In this book, Reichert and Lambiase have gathered more serious studies of sex in marketing, and exposed more diverse viewpoints on the same, than in any single book ever published. This book isn't light reading for the prurient interest, but for those of us who study advertising's impact on society, it's nonetheless exciting."—Jef Richards, Ph.D., J.D., Professor of Advertising, University of Texas at Austin"Sex in Consumer Culture is a great one-stop-shop for readers looking for examples of how sex is used in media." —Journal of Mass Media Ethics

• Contents: Foreword. Preface. T. Reichert, J. Lambiase, Peddling Desire: Sex and the Marketing of Media and Consumer Goods. Part I: Sexualizing Media.M.B. Oliver, S. Kalyanaraman, Using Sex to Sell Movies: A Content Analysis of Movie Trailers. J. Andsager, Seduction, Shock, and Sales: Research and Functions of Sex in Music Video. S.L. Smith, E. Moyer-Gusé, Voluptuous Vixens and Macho Males: A Look at the Portrayal of Gender and Sexuality in Video Games. J. Lambiase, T. Reichert, Sex and the Marketing of Contemporary Consumer Magazines: How Men's Magazines Sexualized Their Covers to Compete With Maxim.J. Skerski, From Sideline to Centerfold: The Sexual Commodification of Female Sportscasters. J.A. Fullerton, A. Kendrick, Selling Spanish-Language Programming: A Comparison of Sex and Gender in Univision and NBC Promotional Announcements. Part II: Sexualizing Products.C.J. Pardun, K.R. Forde, Sexual Content of Television Commercials Watched by Early Adolescents. A. Ramirez, Jr., Sexually Oriented Appeals on the Internet: An Exploratory Analysis of Popular Mainstream Web Sites. J. Chambers, Taste Matters: Bikinis, Twins, and Catfights in Sexually Oriented Beer Advertising. T. Reichert, T. LaCaze, From Polo to Provocateur: (Re)Branding Polo/Ralph Lauren With Sex in Advertising. D. Merskin, Where Are the Clothes? The Pornographic Gaze in Mainstream American Fashion Advertising. J.E. Schroeder, P. McDonagh, The Logic of Pornography in Digital Camera Promotion. Part III: Sexualizing People.J. Lambiase, Erotic Encounters: Female Employees and Promotional Activities. S.J. Gould, The Fetishization of People and Their Objects: Using Lovemaps to View "Style" From the New York TimesMagazine. D.E. Mastro, S.R. Stern, Race and Gender in Advertising: A Look at Sexualized Images in Primetime Commercials. D.S. Grimes, "Getting a Bit of the Other": Sexualized Stereotypes of Asian and Black Women in Planned Parenthood Advertising. G. Soldow, Homoeroticism in Advertising: Something for Everyone With Androgyny. L. Lance, Searching for Love and Sex: A Review and Analysis of Mainstream and Explicit Personal Ads.