A Psychoanalytic Perspective on the Use of Sexual Content in Advertising

The final qualifying work on the topic “A psychoanalytic view of the use of sexual content in advertising” consists of an introduction, two main chapters - theoretical and practical, and a conclusion; the total volume of work is 64 pages. The work is devoted to the study of sexual content from the point of view of a psychoanalytic approach. The author asks the key question of how the phenomenon of sexualization in advertising develops on the basis of psychoanalytic theories. Sexualization in advertising is the widespread practice of using sexual imagery and innuendo to attract the attention of potential consumers and promote a product or service. This method is based on the use of erotic, sexual or provocative elements in advertising materials to evoke strong emotional reactions in people and attract them to the advertised product. The psychoanalytic approach to the use of sexual content in advertising focuses on the subconscious motives and desires of consumers. He argues that sexual imagery activates internal drivers such as the desire for belonging, satisfaction, or the desire for self-affirmation. The theoretical part of the work systematizes the ideas of modern and classical authors about the emergence of the theory of libido and sexuality, and analyzes the history of the emergence of sexualization in the media. The theories of objectification and self-identification, perversion and the theory of desire are considered. The author explores the gender vector in the sexualization of advertising content. Of particular value is the practical part of the work, the significance of which lies in the boldness of using psychoanalytic concepts and theories outside clinical practice, namely in the study of advertising content, as well as marketing strategies. The empirical chapter presents 8 cases that were generated based on an online survey. The author has demonstrated the ability to critically evaluate sources, apply psychoanalytic methods, and draw conclusions based on empirical data. The master's thesis is distinguished by the originality of the approach and the novelty of the conclusions, which indicates a high level of preparation of the student and his ability for independent scientific research. The results of the study may be useful both for further scientific research in the field of psychoanalysis and for the practical activities of professionals in the field of advertising and marketing. The work used 39 literature sources, of which 15 are English-language scientific monographs and publications in psychoanalytic journals and websites.