ABSTRACT
A lovemap is a concept that researchers may use to represent the approach consumers take to their own sexuality. Advertisers may be guided by this concept when creating advertising with sexual themes. From the point of view of developing marketing communications, an extension of the consumer lovemap needs to be considered, namely the advertising lovemap. The advertising lovemap is the cultural embodiment of all aspects of sexuality that are relevant to, and are contained in, advertising. This chapter reviews gender and two less-studied variables: erotophobia-erotophilia and sexual energy. The central process is embodied in what may be called the advertising hermeneutic circle. There is a constant hermeneutic cycling between the longstanding and postmodern in producing advertising lovemaps. Most studies of sexuality in the general areas of marketing and advertising have focused on individual differences in response to sexual appeals.
