The Function of Sexual Imagery and Visual Seduction in Food Advertising

Abstract

The purpose of this study was to investigate the psychological and emotional connections between sexual imagery and food advertising, with the aim of gaining insight about why consumers are drawn to this form of eroticism. Case study of advertisements for a well-known international brand of fast food featuring female subjects as objects of desire will be critically analysed, and the relevance of sexual imagery with regard the product utility is examined. Discussion of findings show that suggestive visual imagery is frequently invoked by making the seductive nature of the subject a key factor to arouse audience attention and reaction. Marketing and media advertising today integrate so seamlessly that audiences exert almost no effort to memorise, re-enact and emulate the concept of advertising messages. Insofar as it is crucial for brand recognition to follow seductive marketing tactics, it is argued that the usefulness of visually seductive codes for commercial persuasion extends so far as product recognition and arousal goes, but that method must align with clear brand recall strategies for food advertising to be deemed effective.

Keywords: Sexual imagery, Visual seduction, Hyper-ritualisation, Food advertising, Brand recall.