Marketing sex products and sex-positive feminism: a comparative analysis of sex product marketing from the analogue to digital age

At the intersection of sex and technology, the marketing behind sex products has changed drastically from the analogue to digital age over the last century and has become increasingly prevalent in mainstream media and popular culture. This major research project explores the ethos of female empowerment embedded in sex product marketing and the changing discourse and rhetoric present in the marketing of sex products in the early 20th century compared to modern day. Drawing upon feminist theories of marketing, popular culture and sexuality, this research project aims to expand on existing literature by researching how the ways in which sex product brands market and present themselves have changed from the physical to digital space. In particular, this project explores how modern brands continue to initiate new conversations about sex, gender, and sexuality and foster the community that was driven by the rise of sex toy

shops and parties in the 20th century.