SEXVERTISING – THE GAME CHANGER
SEXVERTISING – THE GAME CHANGER
Author(s): Jana HubinováSubject(s): Social Sciences, Economy, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Attention Fishing; Awareness; COVID-19 Pandemic; Health; Sex; Sexvertising; Societal Change; Taboos;
Summary/Abstract: Taboos are meant to be overcome. There are all types of taboos one can imagine in the world. There are reasonable, legitimate ones and the taboos that need to be overcome. By this article, we aim to remind ourselves of some advertising campaigns that helped to overcome some taboos and raise awareness of health and medical condition related issues by means of sexvertising, a provocative marketing strategy. We mostly deal with campaigns of the 21st century that influenced certain societies if not society as a whole. One of mentioned campaigns was launched in COVID-19 pandemic period. The reason why we present sexvertising campaigns as game changers is their potential to attract attention and by that way to initiate discussion about important societal issues.
Journal: Marketing Identity
- Issue Year: 8/2020
- Issue No: 1
- Page Range: 193-201
- Page Count: 9
- Language: English