LOVE OR CONFUSION? Girls want a deeper storyline. To us, sexuality is more than physical. It combines visual, intellectual, and emotional elements. Girls will stop at an advertisement that is mentally intriguing. Sensitivity, playfulness, authenticity, and emotional expression between couples is far more fascinating than being a trinket for men to play with.
Hey, what's for sale anyway? Gratuitous sex dilutes the sales value of your expensive advertisements. Often, ads are so sexual, it's not clear what is really being sold. By relying on sex to sell your product you are not only getting lost in the steamy sea of marketing erotica, you're not highlighting what you want us to love in the first place—your product.
We girls have more product options than ever and very limited time to be hooked before we turn our attention to the next product or advertisement. In this competitive environment, advertising must deliver visually, intellectually, and emotionally interesting content that builds the brand and seduces us. Marketers must demonstrate the unique properties of a product so that we instantly appreciate its relevance in our life and fantasies.
One last thing: Don't get us wrong, sex in certain formats can be a powerful and relevant advertising technique. But only if you stop thinking about it from the perspective of a hormone-crazed teenaged boy. Try thinking like a teen girl instead.
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FOR THE BOYS. Dressing cheap may also be seen as an open invitation to men on the street to make lewd, disrespectful advances. No girl wants a guy who only sees her as a means to sex. Modern teens are inspired by a deeper definition of feminine strength, one that equates beauty with character, class, and intelligence.
Wait a minute…erotic marketing is boy sexy, not girl sexy! Modern girls don't have to settle for boy-made fantasies, they have their own dreams and imaginations. When brands adopt obviously overwrought females as sales propaganda they are tapping metaphors and themes that attract only men. The use of a man's fantasy to sell female products doesn't make business sense.
When girls see this imagery they feel as if they've entered a place they don't belong, such as Maxim or GQ. How often do you see young girls buying Playboy? Now why is that? Because it isn't interesting or captivating.
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