Sexual social marketing for HIV/AIDS

Controversy is brewing about some sexually explicit posters hyping the Minnesota AIDS Walk. The organization is using skin to create awareness about the event, and headlines such as "How much will you raise?"

The campaign also includes outtakes of the photo shoot that are posted on YouTube. The videos will probably raise as much if not more awareness than the posters.

Brent Mackie's masters thesis contains a comprehensive review of sexually-explicit promotional approaches for HIV/AIDS campaigns. The idea, especially for the posters, is to grab attention and raise attention among those in the target audience. Some people think the sexual approach stereotypes Gays and that advertisers should appeal to our higher instincts. But Mackie's interviews with campaign organizers reveal that they believe the materials should speak directly to the people most at risk--young Gays in this case.

If creating attention and awareness are the goal, these messages will effectively spread the word.

Lacoste goes Playgirl... in Esquire?

I just discovered this Lacoste faux Playgirl pose in a 2003 issue of Esquire while working on a content analysis... and I'm still trying to figure it out.

These days good-looking male models are the norm in men's style magazines. And there is partial nudity; think Calvin Klein and Dolce & Gabanna. But this image has the feel of a 1970's Burt Reynolds layout in Playgirl magazine (see him here in a 1972 Cosmo layout).

The headline "Style on Skin" must be referring to the "high style" of Lacoste on one's skin. I'm not sure straight readers flipping through Esquire would be comfortable making eye contact with a nude male model enjoying a spot of tea. It may be likely that Gay Esquire readers would have a different opinion: It's commonly believed that men's mags like GQ and Esquire have a fairly high Gay readership.

It's no surprise to magazine readers that bare male physiques are on the rise. In a previously published content analysis, we found that 11% of men in a sample of magazine ads were dressed in a sexual manner. By 2003, that proprotion had increased to 21%. Nudity (Lacoste ad), while absent in 1983, represented about 3% in 2003.

Obviously in no rush, men are making the 30-year migration from '70s layouts in Playgirl and Cosmo to ad pages in men's magazines.

Does he come with the gown?

Women perusing the Impression catalog may ask themselves that very question. One of our recent grads discovered the images as she explored the designer brand’s website. The male model is unclothed in several shots. The images caught her attention because you rarely see male nudity in ads for wedding gowns. And in fashion ads with nudity, the roles are always reversed. Unless women are offended, the approach offers Impression a unique edge from a branding perspective. They tout that their designs are sexy and romantic. What a perfect way to reinforce that point than with a bit of beefcake.

Armani beefcake too much for male UGA student

At least one student at the University of Georgia was offended by a risqué Armani underwear insert appearing in the campus newspaper, The Red & Black. The insert, which shows an Adonis—tanned, chiseled and trim—in a pair of bikini briefs, prompted a male student to write a letter to the editor.

“Not only did this ad embarrass me,” he said, “but it made me…very self-conscious of my own appearance in my underwear.” Obviously, the student was aware of the social comparison effects that many people experience when viewing images of scantily clad models, the vast majority of which are women. He even commented that his experience was probably similar females who are exposed to “skinny, big-breasted models in their lingerie ads.”

Is this beefcake ad truly surprising? The ad uses common techniques such as nudity and physical attractiveness to grab the audience’s attention. This type of sex in advertising has been used for decades, and proven very successful for several marketers. In addition, this approach is not exclusive to female models, either. Calvin Klein, for example, made a big impact in the 1980s with underwear-clad male models. 2(x)ist has done the same.

So, what about this Armani ad prompted a letter to the editor? Are men becoming more sensitive to imagery in ads now that they are becoming the objects of the “gaze,” or do sexy ads cross the line when entering educational settings? Only time and research will tell; but until then, as this gentleman says, “University men….do not be ashamed, wear your skivvies with pride, regardless of how your lower belly hangs over your elastic waistband.”

--Posted by Michelle Weidner