Stephanie DeH., Cara McC., and our intern, Lauren McGuire, sent in this CPR certification campaign that embraces the idea that sex sells.  I initially added it to our post on using sex to sell unlikely things (e.g., organ donation and sea monkeys), but I changed my mind and decided it deserved its own discussion.

What was interesting to me about this example is the sexualization of the possibility of dying. The fact that a person might die is apparently not serious enough to make it unsexy.  It actually took me a minute to even notice the weirdness of sexualizing the risk of death.  After I noticed I thought “How crazy!”  But then I thought again: in a society that regularly sexualizes violence and murder, the sexualization of near-death is par for the course (which, of course, is why it didn’t strike me as particularly weird in the first place.

NSFW and possibly triggering, so images are after the jump:

The text at the bottom reads:

Now that we’ve got you interested in learning CPR and the abdominal thrust, go get properly certified by taking a class through one of the many certifying authorities in your local area.

Notice too that the “sex” being used to sell in this case is girl-on-girl. They also have a guy-on-girl theme, but I didn’t see any guy-on-guy CPR, maybe because it would be threatening to straight men (whereas straight women better tolerate lesbianism for reasons I won’t get into here).

Lisa Wade is a professor of sociology at Occidental College and the author of Gender: Ideas, Interactions, Institutions, with Myra Marx Ferree. You can follow her on Twitter and Facebook.
Related Posts Plugin for WordPress, Blogger...