The History of Sex Appeal in Advertising: A 100 Year Introspective

As a child I was always fascinated by the beautiful women portrayed on the television each night. Funnily enough, these women were more prolifically displayed during the advertisements than they were during the actual programming.

I distinctly remember driving down a busy road with my mother when we were presented with a 6-storey tall billboard, the entire side of a building, portraying the most beautiful woman as she was climbing out of the pool in a blue bikini.

You'd think that they'd be trying to sell bikinis, or at the very least swimming pools, with an advertisement like that, but they were, in fact, selling seafood.

The advertisement was for a chain seafood restaurant that was marketing their latest dish. Suffice it to say, the woman took up more than 85% of the available space on the billboard.

I suppose I just found it fascinating, seeing it day after day. So eventually I began to ponder the relevance of the woman in association with the seafood dish being advertised.

Eventually I asked my mother about it, and her response was, "Sex sells", which whilst a popular sentiment, really stuck with me over the years.

Now, many years later, accompanied by a career in advertising, I've come to learn the history of sex appeal as a tool in marketing as well as its effectiveness in guiding consumer purchasing behavior.

So, in this article I wanted to briefly go over the history and use of sex appeal in advertising as it has progressed over the course of the last century.

The 1920s

The use of sex as a tool in advertising has a long history dating back several centuries. However, it only gained significant prominence and recognition in the early 20th century, particularly the 1920s and 1930s.

During this period, advertisers began incorporating sexually suggestive imagery, innuendo, and provocative messaging in their advertising to attract attention and to create emotional responses from consumers.

A notable example would be The Lux Toilet Soap advertisements from the 1920's which portrayed young, attractive women, like Joan Crawford, using the product. Suggesting that using the soap would enhance one's beauty and desirability.

Source Joan Crawford 1929 Lux ads (joancrawfordbest.com)

The 1930s

By the 1930's, advertising continued to incorporate sexual imagery but with more subtlety.

They used seductive poses, sensual suggestions and symbolic representations (such as class and status) in order to tap into consumer desires.

A great example of this was the “Reach for a Lucky instead of a sweet” campaign by Lucky Strike Cigarettes, featuring attractive women holding cigarettes, suggesting that smoking cigarettes could help with weight control thus making them more appealing to men.

How bizarre is that???

Source Instead of a Sweet – img1093 (stanford.edu)

The 1940s

During the 1940s, World War ll brought a shift in advertising focus, with more patriotic themes, the use of sex appeal was toned down, and advertisements tried to emphasize family values as well as support for the war.

However, this didn’t stop Dupont from launching their campaign for nylon stockings.

The ads featured attractive women wearing them highlighting their sheerness, durability, and glamour.

They emphasized the sensuality and allure of nylon stockings, promoting them as a desirable and fashionable accessory for women.

The ads often depicted women in elegant poses, emphasizing the beauty and luxury associated with wearing nylon stockings.

Source Du Pont Nylon It All Started With A Stocking 1948 | Mad Men Art | Vintage Ad Art Collection

The 1950s

The 50s ushered in an age where we witnessed a return to more traditional gender roles and conservative values as men were returning to the workforce whilst women were being relegated back to their more traditional roles.

Advertisements focused on idealized portrayals of women as homemakers and men as breadwinners.

So, what can only be in response to that, enters the “I Dreamed” campaign by Maidenform, featuring women in lingerie with dreamy expressions, emphasizing the idea of secret desires and femininity.

Not only was this iconic ad speaking to men with their provocative portrayals of women, but it also conveyed a message to the women themselves that really spoke to their desire to return to the workforce. I think this was a start in the shift of societal views that came about with the next generation.

Source Maidenform Dream Ads – Iconic and Ironic | Envisioning The American Dream

The 1960s

Finally, the 1960s rolled around, bringing about the sexual revolution as well as a more open discussion about sexuality.

It was the Swinging Sixties, the emphasis of that era was on freedom, self-expression, and female empowerment.

So, when Yardley London launched their ads featuring models with a fresh and natural look, often positioned as the epitome of beauty and sophistication, it really captured the spirit of the era and appealed to the changing attitudes and aspirations of young women at the time.

Source Musings from Marilyn » Olivia Hussey ~Juliet~ for 60s Yardley of London (finnfemme.com); Yardley Advertisements from the 1960s | In Love With Britain (wordpress.com)

The 1970s

Shifting into the 1970s, advertisements began to increasingly highlight sexual freedom as well as personal expression.

More and more explicit content was used to challenge the traditional norms of the time.

Calvin Klein's controversial but iconic "Jeans" campaign, featuring young models in suggestive poses, helped establish the brand's provocative and boundary-pushing image.

Source Calvin Klein: Most controversial | Dazed (dazeddigital.com)

The 1980s

The 1980s saw a continuation of the use of explicit content in advertising, but with a more commercial and glamorous tone.

Brands associated their products with luxurious and sensual lifestyles.

The iconic Calvin Klein's "Obsession" fragrance campaign featuring provocative images of supermodel Kate Moss became a cultural phenomenon.

Source Calvin Klein: Most controversial | Dazed (dazeddigital.com)

The 1990s

By the 1990s, the use of sexual content became more diverse, with both explicit and subtle approaches.

Advertisements started to explore different aspects of sexuality trying to appeal to individualistic desires.

A great example of this would be The Wonderbra campaign that featured supermodel Eva Herzigova using the famous tagline "Hello Boys' which aimed to empower women and enhance self-confidence through enhanced lingerie.

Source Hello boys. The one and only Wonderbra | von Unwerth, Ellen | Rose, Nigel | Rose, Nigel | V&A Explore The Collections (vam.ac.uk)

The 2000s

The 2000s witnessed a mix of explicit sexual content and a shift towards more inclusive representations of diverse sexual orientation, body type, and ethnicity.

Brands began to embrace diversity with the aims of creating a broader appeal.

Advertising started to focus on emotional connections, using suggestive imagery as a tool for creating desire.

A polarizing example would be Victoria's Secret fashion shows and advertisements featuring attractive models in sensual settings. However, over time, their advertisements became racier and more provocative.

Looking at where Victoria's Secret is today, one can only allude to the downside of overtly sexual advertising and how it can create a disconnect between consumers and the brand.

Source Victoria's Secret Models: Then and Now (harpersbazaar.com)

Although, the Victoria's Secret story isn't entirely the best example of this disconnect since one can view it from multiple perspectives, and each perspective would certainly paint a different picture, some more glamorous than others.

Now whilst public perspective on Victoria's Secret may be a bit different in this modern era, one can't help but note their ability to market to a specific audience, and the obvious impact it made.

But that's a conversation for another day...

Source The rise and fall of the Victoria's Secret's Angels models (nypost.com)

The 2010s

Then, going into the 2010s, we started to see a more inclusive and body-positive approach to sex appeal in advertising.

Brands started to embrace diversity in order to challenge traditional beauty standards, thus promoting self-acceptance and empowerment.

A big advocate for this diversity was Dove's "Real Beauty" campaign which challenged unrealistic beauty standards and celebrated diverse body shapes and sizes.

Source Effie

In conclusion, the use of sex appeal in advertising has evolved significantly over the past century reflecting the broader shifts in cultural norms and societal attitudes towards sexuality.

From the subtle innuendos of the roaring 1920s, to the provocative and inclusive campaigns of the 2010s, advertisers have continuously adapted their strategies to capture attention, evoke emotions and shape consumer behavior.

While the earlier decades in the century often relied on traditional aspirations and gender roles, recent years have seen a greater emphasis on diversity, body positivity, and empowerment.

However, ethical considerations and the need for a sensitive portrayal of sexuality remains an important avenue for marketers to navigate.

As advertising continues to evolve, it is crucial to strike a balance between creativity, relevance and responsible representation, ensuring that the use of sexuality aligns with brand values and that it resonates with diverse audiences.

You'd think that with the shift in societal views on The Use of Sex Appeal in Advertising would cause advertisers to lean further away from methodologies that could be considered controversial in today's market, but like most industries, with the birth of social media and the regime of influencers being prevalent in today's society, advertisers have merely adapted to fit the narrative.

But that too, is a conversation for another time.