Technology selling sex versus sex selling technology

In: Digital age in semiotics & communication, Band 2, S. 62-76

Abstract

The object of this study is to conduct a semiotic analysis of two different websites' advertising techniques: one that promotes sex toys by emphasizing their technological superiority, and another promoting technology products by employing content of a sexual nature to increase their appeal. By studying and comparing these approaches, useful conclusions can be drawn about the way digital tools utilize the concepts of sex and technology. Digital communication makes use of many different modes, and it is interesting to see both how these are employed to represent sex and technology in digital media. Results show that interactivity plays an important role in the experience and messages delivered by the websites, while sex and technology are presented as opposites and used in balance.