Today’s post is from sexidesign.com’s Hump Day series. This is a weekly blog series which investigates the influence of sexy subliminal messages in marketing.

Sex Marketing with Reebok Easytone

The sexy tiny shorts of an ample bottom walk across the screen. The camera zooms out to show an athletic woman talking–about something, but momentarily zooms in back to her toned butt to keep your eye’s attention, and moreover–your mind racing. Her sexy physique has simply peaked your intrigue…

…but what was she selling?

Reebok Easytone

This is the official commercial for Reebok’s new product, Reebok Easytone. This new set of sneakers promises to bring tone and definition to your butt and legs with regular use. But is that what’s communicated through the ad, or does Reebok make a blatant use of sex in marketing to influence the sell of their product?

Reebok Commercial

Official Advertisements

Below is an official advertisement for Reebok Easytone. Similar to the appeal of the commercial above, let’s analyze which features of the ad may intrigue a customer enough to buy.


The Obvious
Well nothing is more obvious for sex appeal than the nearly naked lower half of a woman’s body laying down on the ground. Or how she wears black panties–usually signifying a sexy naughty side when worn.

Body Language
The body language of this ad is particularly heightened with all the associating sexy elements. Placing the woman on her side creates a sexy silhouette that is pleasing to the eye. She has a toned physique which relates to the appeal of a healthy woman–for women who are healthy are deemed as perfect mates to bear children.
Another interesting yet sexy element is the position of her legs. One is back, but the other remains pulled forward over the back leg. The “curvy” silhouette of the woman’s body becomes exaggerated than if she were to have both legs straight.

Double The Sex Appeal
You may be wondering the purpose of placing a woman on a reflective surface. Well one sexy picture now becomes doubled–ultimately doubling the appeal of the ad. And we all know that repetition instills the impression of the ad upon our subconscious more frequently.

Black and White Effect
Furthermore, what’s the significance of a black and white effect on the photo? Perhaps to make the ad appear more sleek and sophisticated, or to emphasize the physique of the woman since the highlights and shadows create distinction with her curves and muscles. Or even to keep the ad’s colors neutral, while distincting the colors of the sneakers’ soles.
Well, the significance of a black and white photo effect is that it creates universal appeal. The ethnicity of the woman is no longer distinguishable, therefore subconsciously appealing to all local and international customers.

Nude Ads


There are even ads floating around with blatant use of nudity. The woman’s smooth body continues onto the lower half of the body, which is no longer adorned with sexy black panties. The panties are removed to reveal the start of her mons pubis.
Also, the leg pulled over the bottom leg creates a shadow on the mons pubis that almost looks like the shadow of pubic hair–this creates a certain shock appeal that leaves a lasting impression of the product to the customer.

Furthermore, on the reflected surface–can you see a more distinct mons, perhaps the beginning of her vulva?

Photoshop Techniques: Purposeful or Error?
Staring at these ads for so long made me realize a certain anatomical error with this nude ad. The designer photoshopped the line of the lower leg out of the image. You know, traditionally when you look at your body your legs/private area create a “V” shape in the front. Well here, the other half of the V is omitted either “in error”, or to continue the area of space on the mons pubis.

Conclusion:Sex = Sales

People can either look at the use of sex in marketing and design as an issue of morality, or can accept the fact that it’s use is prominent. Sex in marketing and design will never cease to exist, and even seems to increase depending on the public’s acceptance.
What is important, is to realize that as a customer you want to buy a product that is best for you and satisfies your needs, rather than buying it for subconscious language which creates purchase impulse.

What do you think of this ad? Share your opinions below!

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