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Authors
Advisor(s)
Abstract(s)
This paper explores design thought and application on
various fields of its domain, under the prism of the human sexuality.
However the two main areas of our concern are the fields of
advertising and product design which, according to the author,
represent the most significant parts on which the concept of human
sexuality is thoroughly applied and still remains effective.
Designing under this instinctive human value, one can
easily trace the importance of concepts such as charm and pleasure,
which can overlap and possibly ‘beat to death’ the concepts of
usability and quality of use, in many ways. The starting point of this
allegory in handling and promoting new products, most of which
are not directly connected with the sense of sexuality, are the
advertisements.
On the other hand, one will be able to find out the myth
of gender and its contradictions in a certain group of products which
have direct sexuality references and most of them are designed for a
limited, however faithful and increasingly concerned consumer
group.
Thirdly, the author aims to focus on the ‘discovery’ of
socially marginalized consumer groups, such as the homosexual
community, by some inventive entrepreneurs and designers, for the
formation of a ‘new market’ which seems to thrive in terms of
profit. As this, meteoric rise, market is directly connected with
analogous social changes globally, one will be able to understand its
development, but also the exploitation of homosexual behaviour,
via the ideological points of both sides: designers and consumers.
Description
Keywords
sexuality consumption advertising product design homosexual community
Citation
Tsoumas, Johannis (2016). Exploring Advertising and Product Design Sexual Implications: A Sociocultural Approach. Millenium, 50 (jan/jun). Pp. 7-17