Análisis del impacto de las campañas de Marketing basadas en material erótico de la marca de Moda Balenciaga.

Abstract

The eroticization and hypersexualization of childhood correspond to a theme that over the years has been "normalized", the erotic and sexual content that is illustrated in the media and social networks is so extensive that often inappropriate behavior or abuse that are shown there go unnoticed by a society that usually reacts energetically and carries out campaigns in defense of the well-being of vulnerable populations that are victims of abuse and sexual harassment, whether they are women or children. The use of models in provocative or sensual poses or situations has been common in the marketing of fashion, clothing and accessories brands for many years, as it is strongly believed that this contextualization attracts the consumer's attention. However, in recent times, under this explicit marketing approach, underage models have been included in highly hypersexualized situations to promote products in the market, some of these campaigns have been the subject of strong criticism due to insinuations related to paraphilias such as pedophilia. and other violent acts against minors, while other campaigns have gone unnoticed. Therefore, the central theme of this article consists of an in-depth analysis of the impact caused by the controversial advertising campaigns of the fashion brand Balenciaga, launched on November 16, 2022, which clearly reflect the aforementioned problems.