The American Branding of Sex

Plain and simple, sex sells. Levy makes it quite clear in the first chapter of her text that women have embraced and taken control of a new self image in society. One interesting point that Levy makes is that there are women involved in this revolution both as the 'sexy' images as well as the members of the corporate sturctures responsible for marketing and creating these images. The sexual expression that was formerly taboo and behind the scenes has become a cause for woman to rally around. Events like the Victoria's Secret Fashion Show witness interest akin to the Super Bowl and Levy makes the point that it is no longer the 18-25 year old 'fratty' males embracing shows and other media such as this but women as well. The phrase "if you've got it flaunt it" is being followed more and more with the ubiquity of 'sexiness' and the general acceptability of sex in the media.

While there will always be those women and men that disagree with this sexualizing of the American media I found it interesting to see how women are behind the scenes pushing this movement forward. One of the most vulnerable targets for criticism on this matter, Playboy Enterprises, in fact employs a female CEO. This is an eye opening fact for both of the reasons that women have been able to advance up the corporate ladder in a nearly half billion dollar industry, especially an industry that markets the naked images of women. From personal experience I have only seen this revolution progress further and further, most notably with the Sports Illustrated Swimsuit Issue and this past year witht the ESPN the Magazine "Bodies Issue." The SI Swimsuit Issue has only added more pages and subtracted more clothes with a portion even now dedicated to women with bikinis airbrushed on their naked bodies to create the illusion of them actually being in clothes. The ESPN the Magazine Bodies Issue is pertinent because it is along the lines of Levy's conversation on the link between athletics and sexiness. This magazine however included the naked bodies of both men and women and celebrated the muscular, fit, and chiseled bodies of athletes from all sports. It is safe to say that both men and women are responsible behind the scenes for the success of these magazines and it will be interesting to see if this marketing of the sexy will continue to bring in revenue as the American acceptance of pushing this envelope progresses.

Levy brings about many interesting points in these portion of the text. It does not seem this revolution is stopping and sex and sexiness will only continue to be in the American limelight.