Sex sells.
That’s the most fundamental truth about marketing. If we’re told that a scent will make us more sexually attractive, we want it. If we think a hot woman will want us more if we buy a flash car, we’ll buy one.
But in an increasingly PC world, how legitimate is it to use our sexual desires or insecurities to sell us stuff?
The #MeToo campaign has sparked a kind of sexual revolution in which society has finally started to speak openly about and understand the reality of sexually inappropriate behaviour – both current and historical. We’re now more woke than ever about our rights and expectations.
If we want women to stop being constantly objectified, the storytellers have to change the narrative. We’ve got to get gratuitous rape scenes off our stages, violence against women off our screens and negative, genderised images off our magazine pages.
In that vein, it seems reasonable to require brands to stop using naked and female bodies in… Read the full story
