Sexual Revolution

“We all had a bath…about 25 being under the hose at one time…It certainly seemed like home to rub in the mild Ivory lather from head to foot and then feel the delightful exhilaration following a brisk rub down”

Following the kick-off for sex selling in the Tobacco industry in the early 20th century a large amount of soap companies began adapting this method of advertising. One of the most noticeably recognisable use of this was Pears Soap where the used the idea of “dirty” advertising by creating a poster in 1899 which featured a naked witch riding a broom stick. This advert has no relation to the product which the company is trying to sell, instead it is using the sexualisation of women to sell their products to make them more appealing. The idea of sex selling was on the rise with Ivory Soap creating their first sexual advertisement which was very out of place for the brand this advertisement portrayed multiple attractive men bathing together,

Soap Industry

Here we can see the idea of sex selling also appealing to women and not only men, as before this point it was normally the sexualisation of naked females being used to sell products, this was a turning point showing that men could be sexualised also. Following the war, the premise of sex sells started to blow up, companies got more experimental in trying to entice their audience, during this time there was also an increase in sexual innuendos so the advertisements became less blatantly sexual and more slogans which can be taken as completely inappropriate or inappropriate.