It is not new that sexual connotations are given to less likely things, such as tobacco, alcohol and, why not, food. Sex is one of the primary needs of human beings, who tend to refer to it in almost everything.

In the world of advertising, this could not be different, and some brands and professionals in the area end up looking for references in sexual themes for the most unusual campaigns.

However, the sexual reference must be used with great caution, as it can be controversial and criticized by consumers who interpret the stimulus as a bias towards gender violence, sexual violence, etc.

Some say that today’s society is thin-skinned, but the reality is that after years of abuse and silence, the Internet and the technological media empower and give voice to all kinds of opinions and thoughts, and within them, there may also be a flood of criticism of certain brands and / or campaigns that make such allusions.

Skokka, leader in the adult sector and present in more than 26 countries knows very well the importance of being careful in the approach to sexual topics, so with the help of the best London escorts, will enter the world of advertising communication to answer the question, after all, is mixing food and sex in advertising a good idea?

Food x sex parallelism

Sex is in the world, in conversations, in jokes, in double entendres, in food and meals… nowadays even more so, because of the virtual exposure that ends up being a mechanism of promotion of the most diverse sexual themes.

Before, for example, to get a date, one had to meet a person through a mutual friend, through some hint of a possible “fit”, or by casually strolling down the street or going to a dance club. Nowadays, at the click of a button one can find, or at least look for, a partner, a lover or one of the sexy escorts in Sydney, a girl interested in casual sex. Everything is easier, simpler and more accessible.

When it is transferred to the sexual sphere, even more so. By having a screen in between making the divide, many people feel empowered and lose their shyness to talk, or even send racy pictures, things they might not do in “real life”.

Hot emojis

Who hasn’t received or sent a spicy emoji to a partner or sexy Melbourne escorts? Yes, these innocent little symbols, on the internet, end up gaining not-so-innocent connotations… Fruits and vegetables come to life and take on a new meaning.

• The peach represents a booty.
• The aubergine, cucumber and banana are “transformed” into a male sexual organ.
• Small drops of water can represent the moment of orgasm or squirting.

In other words, communication is increasingly impregnated with sexual bias and, as a consequence, society feels the reflexes. In a game of visual metaphors and double meanings, more and more content with sexual references is produced. The aim is for the public to get the idea and be inspired, but this is not always the case…

Burger King, a world-renowned fast food brand, was for example the target of much criticism when it published a rather dubious image of a model with her mouth open waiting to eat one of its 20-centimetre sandwiches… What happened is that not everyone understood the campaign as a “try our burger” and it ended up being denounced.

Despite the attempt to promote the consumption of certain products through the use of certain references, this often ends up being incoherent in the eyes of the public. It is inconsistent, for example, to use vegetables to promote the sale of unhealthy food.

Just as nowadays hardly anyone buys the idea of a happy girl in an advert for pads, why? Simply because it is so far from reality. Women during their menstrual period experience a series of discomforts and inconveniences that have nothing to do with the idea of super joy presented by some brands.

In the same way that many clothing, lingerie and swimwear brands are having to reinvent themselves and understand that the world has changed, that is, putting a thin model in all their campaigns can lead to the loss of many customers, who do not feel represented with this body prototype.

The same happened with tobacco and alcohol in the 60s and 70s, which had their advertising much more targeted to male audiences, and therefore used possible sources to capture their attention. These included luxury, power, money, cars and of course… women.

In the end, does the use of sexual references in advertising work or not? The simple answer would be yes, because it captures the public’s attention, even if only superficially. On the other hand, many companies are realising that this type of promotion no longer connects them with their target customers, or that it should be done in a very careful way.