Seven Deadly Sins in Consumption
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Seven Deadly Sins in Consumption

Edited by Henna Syrjälä and Hanna Leipämaa-Leskinen

Offering a novel view on morality in consumption, this book creatively examines how the seven deadly sins - pride, greed, lust, gluttony, envy, wrath, and sloth – are embodied in contemporary consumer society. Each of the seven chapters summarizes previous literature of the sins across disciplinary boundaries, and explores how consumption is likely to change in the future.
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Chapter 3: LUST Sex sells? Lust in fashion magazine advertising

Jenniina Sihvonen, Linda Lisa Maria Turunen and Carmen Rodríguez Santos

Abstract

The third chapter focuses on lust as a sin in consumption in the light of advertising aimed at consumers. Lust is a manifold concept, but in this chapter the most typical form of it, sexual desire, is explored. The chapter reveals how brands and product categories in the fashion and beauty industry use sexual appeals in their magazine advertising. For this purpose, adverts from different magazines are collected and scored in terms of appearance of sexual appeals. Clothing, interaction between people, symbols, and text references are considered as key components in creating impressions of sexual appeal in adverts. There are product category-specific differences, which indicate that the sexual type of lust is seen as a sin in some but not in all sectors of the beauty industry. Overall, lust can be seen as a cultural commodity that is essential when creating desire for products in consumer marketing.

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