Sex in Consumer Culture The Erotic Content of Media and Marketing

394 Pages·2013·5.41 MB·English

by  Lambiase, Jacqueline;Reichert, Tom

SEX IN CONSUMER CULTURE
The Erotic Content
of Media and Marketing
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SEX IN CONSUMER CULTURE
The Erotic Content
of Media and Marketing
Edited by
Tom Reichert
UniversityofGeorgia
Jacqueline Lambiase
TexasTechUniversity
New York London
SeniorAcquisitionsEditor: LindaBathgate
AssistantEditor: KarinW(cid:2)(cid:3)(cid:2)gBates
CoverDesign: KathrynHoughtalingLacey
TextbookProductionManager: PaulSmolenski
Full-ServiceCompositor: TechBooks
Thisbookwastypesetin10/12pt.Palatino,Italic,Bold.
ThetitlesweretypesetinFranklinGothic,BoldandheadsinPalatino,Bold,BoldItalic.
Copyright c 2006byLawrenceErlbaumAssociates,Inc.
Allrightsreserved.Noparto(cid:4)hisbookmaybereproducedin
anyform,byphotostat,microform,retrievalsystem,orany
othermeans,withoutprior(cid:5)(cid:6)(cid:2)(cid:3)(cid:7)npermissiono(cid:4)hepublisher.
First published by
LawrenceErlbaumAssociates,Inc.,Publishers
10IndustrialAvenue
Mahwah,NewJersey07430
This edition published 2012 by Routledge
Routledge Routledge
Taylor & Francis Group Taylor & Francis Group
711 Third Avenue 2 Park Square, Milton Park
New York, NY 100017 Abingdon, Oxon OX14 4RN
LibraryofCongressCataloging-in-PublicationData
Sexinconsumerculture:theeroticcontentofmediaandmarketing/edited
byTomReichert,JacquelineLambiase.
p. cm.
Includesbibliographicalreferencesandindexes.
ISBN978-0-8058-5090-1 (casebound:alk.paper)—ISBN0-8058-5091-0(pbk.:alk.paper)
1.Sexinadvertising. 2.Sexinmassmedia. I.Reichert,Tom.
II.Lambiase,Jacqueline. III.Title. IV.Series.
HF5827.85.S496 2006
659.1—dc22
2005016938
Contents
Foreword ix
Preface xiii
List of Contributors xvii
1 Peddling Desire: Sex and the Marketing of Media and
Consumer Goods 1
Tom Reichert and Jacqueline Lambiase
Part I: Sexualizing Media
2 Using Sex to Sell Movies: A Content Analysis of Movie
Trailers 13
Mary Beth Oliver and Sriram Kalyanaraman
3 Seduction, Shock, and Sales: Research and Functions
of Sex in Music Video 31
Julie Andsager
4 Voluptuous Vixens and Macho Males: A Look at the
Portrayal of Gender and Sexuality in Video Games 51
Stacy L. Smith and Emily Moyer-Guse´
5 Sex and the Marketing of Contemporary Consumer
Magazines: How Men’s Magazines Sexualized
Their Covers to Compete With Maxim 67
Jacqueline Lambiase and Tom Reichert
6 From Sideline to Centerfold: The Sexual
Commodification of Female Sportscasters 87
Jamie Skerski
v
vi CONTENTS
7 Selling Spanish-Language Programming: A Comparison
of Sex and Gender in Univision and NBC Promotional
Announcements 107
Jami A. Fullerton and Alice Kendrick
Part II: Sexualizing Products
8 Sexual Content of Television Commercials Watched by
Early Adolescents 125
Carol J. Pardun and Kathy Roberts Forde
9 Sexually Oriented Appeals on the Internet:
An Exploratory Analysis of Popular
Mainstream Web Sites 141
Artemio Ramirez, Jr.
10 Taste Matters: Bikinis, Twins, and Catfights in Sexually
Oriented Beer Advertising 159
Jason Chambers
11 From Polo to Provocateur: (Re)Branding Polo/Ralph
Lauren With Sex in Advertising 179
Tom Reichert and Tray LaCaze
12 Where Are the Clothes? The Pornographic Gaze in
Mainstream American Fashion Advertising 199
Debra Merskin
13 The Logic of Pornography in Digital Camera Promotion 219
Jonathan E. Schroeder and Pierre McDonagh
Part III: Sexualizing People
14 Erotic Encounters: Female Employees and Promotional
Activities 245
Jacqueline Lambiase
15 The Fetishization of People and Their Objects: Using
Lovemaps to View “Style” From the New York Times
Magazine 263
Stephen J. Gould
CONTENTS vii
16 Race and Gender in Advertising: A Look at Sexualized
Images in Prime-Time Commercials 281
Dana E. Mastro and Susannah R. Stern
17 “Getting a Bit of the Other”: Sexualized Stereotypes of
Asian and Black Women in Planned Parenthood
Advertising 301
Diane Susan Grimes
18 Homoeroticism in Advertising: Something for Everyone
With Androgyny 319
Gary Soldow
19 Searching for Love and Sex: A Review and Analysis of
Mainstream and Explicit Personal Ads 337
Larry Lance
Author Index 353
Subject Index 363
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Foreword
Pleaseallowmetobeginbybeingsubjectiveandwaxingnostalgic.More
specifically,Iwouldliketocompareandcontrasttheeroticenvironment
ofmychildhoodwiththatwhichprevailsasmychildrenreachmaturity.
MYYOUTH
Igrewuponafarm,soformesex—realsex,noterotica—wasaneveryday
partofreality.Whenacow“camein”(i.e.,reachedestrus),wemadesure
abullwasavailableto“serviceher,”andwesatonthefencetowatchand
makesurethejobwasdoneright.Weboardedafinestalliononourfarm,
sothetriumphantwhinnythataccompaniedthesuccessfulmountingofa
receptive filly was a regular part of my farm music. My beautiful Collie,
Duchess,hadmorethanahundredpuppies,andweneverownedamale
dog;so,promiscuitywasacommonoccurrence,theprimaryramification
ofwhichwasthatIhadtofindhomesformoresquirmingfurballsthanI
everwanttoremember.Someofourneighboringfarmfamilieshadfrom
sixto10children.Soyes,sexwasrampantandbirthcontrolwaslargely
absent;butIdonotremembersexeverbeing“anissue.”
Thiswasalsothecaseformypersonalsexualsocialization.Mymother
was a school librarian who often used her first-born as a test reader for
potentiallycontroversialnovels,sowereadtogetheranddiscussedwith
candorBettySmith’sATreeGrowsinBrooklyn,HenryMiller’sTropicofCan-
cer,andmanyothernovelswithsexualthema.Whenitcametimefor“that”
talkwhenIwas8,myfatherpulledoutthesexeducationmaterialshehad
usedwithmilitarypersonnelpreparingtogoonleaveinParisafterWWII,
completewithaudio-visualaidsandcannedjokes.I’llneverforgethisice-
breakingjokeabouthowtouseacondom:“Youtaketherubberoutofits
wrapper,putitontheheadofyourpenis,andunrollit—untilyourunout
ofpenisorrunoutofrubber.”Envisionthiscompletewithanaccompany-
ingdiagram,andyou’llgetanaccuratesenseofmyfirst“birdsandbees”
discussion.
ix