It all starts with one word: "sex". Case one: The cool kind of sex appeal in game endorsements (figure omitted). Case two: The controversial kind of sex appeal in international competitions (figure omitted). It all starts with one word: "sex". Not long ago, I heard that there was a CK jeans advertisement at Zhengjia Square in Guangzhou that contained unhealthy elements, seriously violating regulations and causing a negative impact. In fact, this is just a snapshot, and we hope that similar incidents will not happen in the future. After carefully examining the CK advertisement online, it seems rather explicit. As a marketing planner, Tian Xinli, known as Kele Xia, would like to express his own opinion and discuss the subtle relationship between "sex" and brands. Since we no longer shy away from talking about sex, let's discuss the communication effects of sexual elements or its pros and cons in brand shaping...
Defining the "sex" in simple advertisements:
We don't need to delve into what "sex" is; that's the job of sexologists. Kele Xia, Tian Xinli, only reviews the value of sexual elements from a brand perspective. In the process of brand building, aside from product promotions directly related to sexual functions, we can roughly understand the "sex" in ordinary product advertisements as the application of "sexy" elements. This means that when we build brands, we mostly use sexiness to increase people's attention and goodwill towards the brand, rather than other aspects of sex.
Simply put, when building a brand, we cannot make it into direct pornography or yellow jokes; at most, it should be subtle "erotica." This definition is my personal understanding, applicable only to China's national conditions and not the entire global village. I don’t want others to seize on trivial matters, so I specifically clarify this point here.
The pros and cons of walking the line between "sex" and "sexy":
Take CK jeans, for example, which turned what could have been a sexy atmosphere into an expression of sexual intercourse. Is this necessarily good? "Giving power" is a trendy term nowadays, but I must say: everything should not be "too powerful." Like tightening screws, if you overdo it, they will strip or slip, wasting time, effort, and ruining the screw. Sex itself is fine, but using it in the wrong place can ruin things. Simply analyzing, wearing jeans looks cool and sexy, aiming to show CK jeans' fashionable and sexy characteristics. However, such direct expressions (similar to flirting or having sex) are inappropriate in public places and have damaged CK's healthy brand image. The principle is simple; CK jeans sell sexiness and fashion, not sex.
Of course, many products or brands use sexy elements appropriately, adding points to the brand and increasing attention significantly. Therefore, knowing the right amount of "power" is very important. We shouldn't only talk about the bad ones, so let's also share examples of appropriate sexiness.
Case one: The cool type of sexiness in game endorsements (figure omitted):
Beautiful men endorsing games has become a trend, revealing an undeniable sexiness and allure. This is the handsome strategy of game companies, which is not without its merits. This kind of sexiness or provocation being slightly out of bounds adds creativity and forms a close connection with characters in the game, making it appropriate.
Case two: Controversial sexiness in international events (figure omitted):
There were many highlights during the 2010 Guangzhou Asian Games, including the clothing design of the etiquette ladies, which became a focal point. This outfit is beautiful, and opinions vary, but why did the cheongsam attract so much attention? Because it had some innovation and was different from before...
Case three: The sexy style in jeans advertisements (figure omitted):
Sexiness doesn't necessarily relate to how much clothing is involved. Fitted jeans, slim figures, enchanting eyes, and unique poses...sexiness radiates naturally. This is a healthy expression where the person and the jeans become one. Who says more skin needs to be exposed? Who says indoor scenes must be moved outdoors for people to see?
Case four: The neutral alternative sexiness in industrial products (figure omitted):
A work by Zhiben Planning, promoting the brand image of a machinery tools company. Everyone knows that machinery products emphasize technological texture, but generally struggle to break out of the rigid framework of industrial products. German and American machinery tool technology leads internationally, and this company's technology comes from the U.S. How can this new brand stand out in the entire industry? Ultimately, the image of screen heroine "Lara" came to mind. From the U.S., with a technological texture, capable, mysterious, and possessing a neutral kind of sexiness... Such an image completely breaks the stereotype of workers and construction sites, making the brand association and visual impact unimaginable.
Sexiness, the "powerful cut" in creating a brand:
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