Culture Code: Seduction = Manipulation

Rapallie found that the Culture Code for seduction is manipulation. This is interesting because it allows us to understand why there are so many negative connotations associated with seduction. No one wants to be forced, tricked, or manipulated into doing anything. Therefore the idea of being seduced leaves a negative impression on American minds.

This brings up an interesting topic as it relates to marketing and promotion. There is a tremendous amount of sex and seduction in advertising. Is manipulation the message marketers want to send to consumers? L'Oreal had the right idea when they ditched their overly seductive ads. Rapallie wrote, "When an advertiser knows that associating a product with a certain Code will trigger negative feelings, it can choose to sidestep that Code completely."

This is a good rule of thumb. Think about every commercial you've ever seen for a weight loss system or diet drug. The one's you really respond to show happy, healthy consumers that "everyday women." The average American woman doesn't want to see models talking about how skinny and sexy they are after taking a product. The Fahrenheit Diet pill commercial below is just one example of using sexuality and seduction to sell a product could backfire.

As a woman I find that I am less receptive to marketing that claims to make me more beautiful in unrealistic ways. "Just take this pill and you too can be beautiful!" It's too good to be true and this shredded woman in the advertisement is just further proof. However, this commercial does serve as a great example for manipulation. She is sexy, strong, powerful, and most importantly fit. What woman doesn't want to be her!