I don’t know if “subliminal” is a real thing or just a layperson idea, but when I talk about media in Introduction to Sociology I show some images to show just how carefully advertisers are steeping their material in raw sex. I start with the image below.
I ask: Notice anything interesting about this image? Even in very large classes it usually takes a long time for anyone to see…
…that the shadow of the liquor bottle is pointing directly between her nearly bare breasts.
Here are some more:
This is a picture of an ad at the Burbank airport. Notice the profoundly phallic shape of the foaming surf that happens to be pointing directly at the woman’s crotch. The foam mimicks the crown printed at the top of the Budweiser bottle (in the upper left hand of the image in red).
And where is the rocket going?
This ejaculating bottle is in an ad for clothing in a magazine aimed at gay men:
What image accompanies the word “come”?
That’s Salma Hayak and Campari… or should I say Salma Hayak’s boobs and an ejaculation fantasy.
I love this one. Just underneath the banner you see two nuts, a thick pour and, let’s face it, a chocolate vaginal opening.
A vintage ad for Bright and Clear lipstick (found here):
Finally, Chappell E. sent in this Brookstone cover featuring a woman an an, errrr… automatic wine bottle opener:
See also our posts on ejaculation imagery, booby products, “boobs” in ads, other subtle and not-so-subtle sexual imagery used in advertising, and using sex to sell the most unlikely things.
Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Comments 55
Anonymous — February 5, 2008
Here's an example;take the world famous Virgin logo.If you turn it slighty to the left so that where the underline and tail of the g form an X,you'll also notice the V forms a slightly hidden S and the i,r and part of the g form a broken capital E,spelling the word SEX.
So you have Sex/Virgin in one word.Very clever Mr.Branson.
Sociological Images » NON-SUBTLE SEX IN ADVERTISING — June 28, 2008
[...] in subliminal and non-subliminal sex in advertising, see here and here. addthis_url = [...]
73man — July 11, 2008
That Absolut ad is undoubtedly suggesting a vulva. First thing I thought of when I opened a magazine and saw it.
"True Taste" meaning...?
Dangger — July 11, 2008
I sometimes wonder if you're pushing it too far but maybe its because I just woke up.
Fernando — September 1, 2008
Stop obsessing with sex
Anonymous — September 10, 2008
The Vibrance web page is awesome. It's design, including "ribs," is safe in the shower. Phew!
And I don't think the handle, with the pulsing clitoris--I mean info button--could be designed to be more suggestive of lady parts.
Sociological Images » EJACULATION IMAGERY IN ADS — October 26, 2008
[...] See also Gwen Stefani, this Tudors ad, and the Slates, Caesar’s Palace, and Campari ads from this post. [...]
Sociological Images » BEAUTY SCIENCE — February 20, 2009
[...] example of vibrating beauty care products that may or may not be intended for beautifying, see here and scroll all the way to the [...]
Sociological Images » WHAT WE’VE BEEN UP TO BEHIND YOUR BACK (FEBRUARY 2009) — March 1, 2009
[...] our post on “subliminal” sex in advertising, we added a vintage lipstick ad suggestive of oral sex (scroll [...]
Kansai_Gal — May 29, 2009
As a friend points out:
"Actually in the first one, the shadow pointing at her boobs wasn't the first thing I noticed. It was more like the bottle was shaped like a big scrotum with an erect phallus and it was positioned about level with the male model's crotch- and the woman was holding it."
Quand la publicité donne dans le porno ! — June 23, 2009
[...] le plaisir des yeux, en voilà d’autres qui miment l’éjaculation ou la pénétration ou les deux, dont une marque pour enfants ! (0 vote) Loading [...]
Kate — June 23, 2009
I was looking for a diet coke ad that was on the sides of just about every bus shelter in my city last year. It featured a series of diet coke bottles, tipped suggestively towards disembodied, bright read lipsticked female lips.
I couldn't find it, but the first page I found when I google image searched 'diet coke ad' made me angry and sad...
Sociological Images » Burger King “Super Seven Incher” Ad Will “Blow” You Away UPDATE — June 25, 2009
[...] you like this post, you’ll like our posts on ejaculation imagery, subliminal sexual imagery, and not-so-subliminal sex imagery. Also: crotches and [...]
Using Crotches To Sell Stuff » Sociological Images — August 13, 2009
[...] also our posts on subliminal-ish sex in advertising, not-at-all-subliminal sex in advertising, and ejaculation [...]
Using Butts to Sell Stuff » Sociological Images — November 26, 2009
[...] also our posts on subliminal-ish sex in advertising, not-at-all-subliminal sex in advertising, and ejaculation [...]
Anonymous — January 11, 2012
If your students didn't get the first one, you've got some damn unobservant students. In ads for peanuts and stuff it might be easy to miss (and I think may be accidental just as often(, but ads regarding fancy liquor are more often than not blatantly sexually suggestive. If anything, I missed the shadow "pointing at her boobs" because the way she and the man are holding the bottle is much more sexual than the shadow.
B lo. — January 11, 2012
Does anyone really think that the peanut packaging was designed to suggest sex? If you are obsessed with any sort of imagery, you'll start to see it everywhere.
eduardo — January 11, 2012
“[…] the shadow of the liquor bottle is pointing directly between her nearly bare breasts.”
Nearly bared breasts?
Wow.
Brent Bozell would love you, he would be crazy about you.
Andrew — January 11, 2012
Some of these are stretching it I think. I don't see a chocolate vagina. Also the crown is also pointing at the guys crotch, and his legs are soread
LarryW — January 11, 2012
As the man said, Sometimes a cigar is just a cigar.
Jessica — January 11, 2012
Subliminal and subconscious processing are big areas of scientific research, as a quick check of the psychology and neuroscience literature would reveal. Definitely not "just a layperson idea". Not sure to what extent they've been researched in the context of complex, covert, sexual, social messages like these ads - it's usually more in the context of whether behaviour or brain activity changes in response to stimuli that are below the threshold for conscious sensory awareness, such as images that are flashed up too quickly to be consciously seen. For example, photos of faces with fearful or threatening expressions change amygdala activity in the person viewing the photos (since such expressions act as a cue to suggest the presence of danger or threat), even if flashed up too quickly for a person to consciously perceive (the person reports not seeing anything, but their amygdala activity will only change when a fearful/threatening face, not a happy face, is flashed up subconsciously).
Anonymous — January 11, 2012
I'm weary of an endless stream of phallic imagery, with the occasional pair of breasts or vagina thrown in, being considered "sex." Can you imagine if we could see suggestive symbolic stand-ins for men's abs, pecs, bulging thighs, round asses, assholes, balls (sans penis), portrayals of cunnilingus, fingering, or other non penis/breast/vagina related sexual activity?
I think it's insulting to call this triad of penis/breasts/vagina (in that order of importance) obsession sex. I mean, immediately, if you accept this narrow, reductive, heterosexual male centered definition of sex, which most people do, then you've placed yourself into a dangerous position of which you aren't even aware.
Because this *is* sex for so many people, if you don't care for this kind of sleazy, exploitive, boring stuff (which won't include your own titillation or sexual enjoyment, if you don't fall into the marketed demographic) then you may lead yourself to believe that you don't care for sex. I suspect that's behind a lot of the fear of sex you see in conservatives and even ordinary women. If I believed this joyless dedication to male ejaculation was sex, I wouldn't like sex either. Maybe I'd try to keep sex education out of schools; obsess about my virginity and purity; try to police my children's sexuality; believe porn was immoral; believe sex was immoral, outside of strictly codified activity.
People say sex sells. I say this ain't sex.
Leslee Beldotti — January 11, 2012
This reminds me of a book I read years ago in college: The Clam-Plate Orgy (http://amzn.com/0131350382)
I don't think the book is in print anymore, but I highly recommend it if you can get your hands on a copy.
Bob — January 11, 2012
There isn't really anything subliminal about most of these adds. They know sex sells and they're exploiting that fact. Almost all of these adds are obviously sexual in nature.
Boner Killer — January 11, 2012
As usual, the message given to women is: "you are an object, you are here to provide sex"
Zach BrothaDoom Toliver — January 12, 2012
how much is intent and how much is damage already done from an over-sexed culture?
Zach BrothaDoom Toliver — January 12, 2012
but also...sex doesn't sell. Sexism is what sells
Gilbert Pinfold — January 12, 2012
Sex sells. Here the same as everywhere else. Someone could do the numbers on how many comments you get on a post on Emile Durkheim's greatest works versus how many you get on something about cross-dressing straight men with lesbian fetishes. In my short experience here, the stats would be overwhelming.
Roger Braun — January 12, 2012
Strange. Some images are obviously and overtly sexual (the Campari ad, the first pic), some much less overtly (the Budweiser one. Both man and woman have the crown pointing at their crotch, and the woman even has her legs closed) and some not at all (the peanut ad. Also, saying "let's face it" is a nice way to force people to have the same opinion).
Any literature suggestions for this topic?
bob — January 12, 2012
These aren't subliminal, they're overtly sexual.
Kwip — January 12, 2012
"Subliminal." You keep using that word. I do not think it means what you think it means...
Gynomite’s Reading Room! « Gynomite! — January 12, 2012
[...] all written in the 70s and 80s, on the topic. Less fake-sounding but still dubious and interesting, Sociological Images collects a bunch of fairly phallic modern [...]
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Seeing Is Believing « Quiet Riot Girl — January 13, 2012
[...] http://thesocietypages.org/socimages/2012/01/11/subliminal-sex-in-the-media/ [...]
Leah — January 14, 2012
The Planter's one caused a lot of "WHAT?!" reactions in my home. I wasn't going to comment until I saw all the "overthinking it" comments. You aren't overthinking it. It's everywhere in everything. Sometimes it could be unintentional (the Planter's? But really....), but that first ad, with the pink V-shaped drink, the treasure-clitoris, and the phallic shadow--it's "subtle" but there, and it's important to call it out.
William Angel — January 14, 2012
I believe that this advertisement was meant to be humorous, but this ad for Nikon Coolpix Cameras suggests that the Coolpix S3100 is a superior and more desirable product, compared to the Coolpix S2100, in much the same way that a woman with large breasts is superior and more desirable compared to a woman with smaller breasts.
“Cleavage out, Legs in” — The Key to Understanding Ajosshi Fandom? « The Grand Narrative — February 9, 2012
[...] If I went to New York and started pointing out how many skyscrapers there were, would you suggest that it was *me* that had the obsession with noticing skyscrapers, or New York for building them all? (Norman Lewis; source) [...]
Lizzie — July 7, 2012
I was making paper roses the other day, and the centre loks like a vagina. I gigglesnorted and carried on - what does this mean? We see generic shapes everywhere and interpret them as we are conditioned to interpret them. I now have a lovely collection of "fanny flowers". teehee.
American Apparel’s Invasive “Supermoon” Ads | Acculturated — June 25, 2013
[...] psychology of sexy advertisements works like this: A sex-themed ad activates a pleasure-seeking part of our brains. That same part of [...]
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Richard Wawman — December 20, 2020
One needs to understand basic philosophical assumptions to discuss this and other advertising tools. One needs to understand Emergent properties and the reified message.
Richard Wawman — December 20, 2020
Go back to basics and read about Emergent properties and the reified advert. Look at Freud and his Nephew Edward. Mars Bars don’t help you work rest and play. Adverts have become completely dislodged from REALITY just like Capital has.
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