The term “Chic Porn” is sometimes seen differently by the customers. On one hand, it reveals something that the customer rejects and on the other hand something exciting. It is very interesting to analyze the use of sex imagery in advertising and its evolution. The sex images in advertising were supposed to surprise, to shock and to draw the attention of the customers, and that is what they have done. The prospects who didn't accept these adverts were sometimes not the main target of these brands. The “Porno Chic” is essentially used by luxury brands with the association of “smart” with the sensuality of the body. The examples chosen are about sexuality, sensuality, desire, aggression… those subjects that excite people to look even more. The first objective of this report will be to cover and understand what the strategy called “Chic Porn” is through descriptions, illustrations and analysis. It is also important to define the aims of this marketing strategy used even more in the last few years in the French advertising industry.
[...] Sex is everywhere in the advertising campaigns of luxury brands with the use of different images of the woman and the man. One of the reasons of that success is that customers want what they drive back; they have an unconscious desire of what they reject. Then, the advertising agencies use many taboos, like sadomasochism, trough their campaigns to attract the customers, to provoke them, to make them think about the ad, and also remember the brand. These adverts aimed at attracting the customers' attention in order to inform them more and create a desire toward the product, a new atmosphere. [...]
[...] That is to say, the advertising executives using this strategy always seek to play with "artistic" images to transform the act of purchase into a palliative for the frustration firstly generated by advertisements or, in other words to attract the consumer by making him fantasize thanks to suggestive images. C. The attitudes. The attitude is a durable whole of beliefs compared to an object predisposing the individual this choice or another. There are 3 components of the attitudes: The cognitive beliefs: linked to knowledge specific to the individual The Emotional feelings: linked to the emotions like/ I don't like) The conative attitude: dependant on the behaviour, on the action (intention to buy, repurchase ) Through this concept of Chic Porn, the brands try to revive the hedonist motivations of the consumers like their emotional feelings in order to cause their desire of purchase. [...]
[...] So, the brands of luxury did nothing but take on their account this concept, by adapting it to their products where the component of the identification is strong Sex imagery is essentially used by luxury brands The major evolution of the sector of luxury is summarized with the word “democratization” which is represented with the appearance of Mega stores Vuitton, the restoration of the Cartier shops, the nice shop windows and more smiling saleswomen. Nudity is everywhere: the bodies are posted in advertisement and the famous luxury brands from Dior to Yves Saint Laurent almost have not failed to exploit the trend in their Chic Porn campaigns. [...]
[...] Including references to the sex as well as strong emotional values, Chic Porn became the ideal tool of communication to re-style the image of a Luxury Brand Cause the desire to cause the purchase Whatever the Brands, they all try to keep the same aim in their advertisements: causing the desire to cause the purchase. A. The motivations. The motivation is the physical force which pushes a consumer to act and to behave to reduce a state of stress. According to H. [...]
[...] In the advertising world, the body of the male was until now little exploited, except some campaigns for fragrance and other products close to the body. Thus, while the woman is shown as an object in all the unimaginable situations as we saw previously, the new tendency is to use the man to make in the same way. The topic of the “man-object”, then, the one of the slave”, even the one of “man-waste” is often taken again and developed. [...]
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