Tag Archives: edinburgh festival fringe

Review: Cabaret of dangerous ideas – What does sex sell?

There are definite advantages to living near Edinburgh and working in the city, one of them being an overload of culture or what passes for it during August. The Edinburgh Festival Fringe is eclectic and bold, pushing just about every type of boundary you can imagine.I haven’t quite got over meeting walking genitalia on George IV Bridge a few years ago.

The Fringe kicked off yesterday and I took in my first show which was part of the annual Cabaret of Dangerous Ideas series. Twice a day until 26th August, academics will present an idea and lead a discussion about it.

Last night’s show was all about advertising and the use of sex to sell products.

Sexy’ themes have been used in advertising for decades, based on the notion that ‘sex sells’. From yoghurt ads to shampoo, from perfume to fast food – these ads are ubiquitous and pasted in mainstream media. Researcher Kat Rezai (Edinburgh Napier University) broadens this debate to ask: what do ‘sexy’ ads really sell? Does it sell that ‘sexy’ product, or does it sell specific behaviours?

Kat Rezai took us through some beautifully improvised re-enactments of famous adverts which are designed to show men in powerful roles and women in passive roles. They ranged from the humorous to the tacky to the downright disturbing, with fashion labels like Dolce and Gabanna’s controversial depictions of violence against women.

It was an enjoyable hour, but, if I’m honest, it didn’t really tell me anything I didn’t know already, but then I am interested in this stuff. I was hoping it might advance my knowledge a bit more of how this stuff works in the digital age. When I was growing up, there was one telly and you all watched the same adverts at the same time. Not any more. You can have all the members of a household watching completely different tailored ads base on their Google searches.

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