Did you see my series on the book So Sexy So Soon? Authors Diane Levin and Jean Kilbourne made a very compelling argument that companies – with their marketing – are making humans sexually attracted to objects. They are sexualizing objects. We used to be worried women would be turned into objects via porn – and that is true.
But we didn’t really expect the opposite to happen. That companies would use all their marketing power to make us turned on by their products. Sex produces dopamine in the brain. If they can produce enough dopamine in the brain when we think about Doritos or GoDaddy, for instance, we are likely to buy them. Because we have “feel good” feelings about them.
We can see this in children. When they talk about “sexiness” or being “sexy” they might say something like “those shoes are sexy.” Or if they mention that someone is “sexy” or looks “sexy” you might ask “what about them is sexy?” Ainsley will say, “her clothes, her shoes, that dress, the bikini, the belly shirt.” Things. Not personal attributes like her boobs, her hips, her lips, her hair.
Ainsley, like most girls today, are tying the feeling of L-O-V-E and her innate sexual feelings, desire to be loved, to companies like Disney with saturation of Disney Princess Culture, High School Musical, Hannah Montana. Disney is telling her “this is what love/sexual attraction/romance is and you can get it through our company.”
People are supposed to be sexual, sensual, sexy. Not objects or things. But, a kajillion dollars in marketing and media has been spent to change that part of our brains. To make us associate sexuality and our sexual feelings with their product or brand.
It sounds insanely fundamental and not at all what Democrats and Republicans, liberals and conservatives fight about when they fight but sex.
I think the key to regaining the sacredness of our sexuality and indeed, to achieve a fulfilling sexy life is to convince kids – and ourselves – that certain human beings in our actual life are sexy and worthy of attraction. And that their personal attributes like a great sense of humor is what really attracts people to each other. Instead of the imitation sex we’re sold everywhere we look to make us feel hot for brands and objects.
On Blog Fabulous today I wrote Porn Killed Sex, referring readers to a very insightful article by Naomi Wolf in The New York Times about the true impact Free Porn 24/7 on the Internet has had on human sexuality.
Companies will keep doing it if it keeps working. Also, I know many of you are pissed about the GoDaddy Super Bowl Commercials, Glennia Campbell from The Silent “I” is leading a campaign to cancel domain registrations with GoDaddy in her post How to Transfer A Domain Name: Phase I (or, Bye-Bye GoDaddy). I’m thinking I will jump on that train. Vote with my dollar.
Read my So Sexy So Soon series.