Gendered Sensory Cues in Marketing
Sexuality and gender are central to human experience, and they play a significant role in how people understand themselves and interact with others. This is true even in marketing strategies, which often employ various techniques to appeal to consumers based on their gender identity and sex characteristics. One such technique is called "pink noise," which refers to a specific type of sound that has been linked to female attraction since ancient times. Pink noise is said to produce feelings of relaxation and comfort, making it ideal for products targeting women and girls, such as makeup, beauty products, lingerie, and even household appliances.
This gendering of sensory cues can have unintended consequences that reproduce harmful cultural assumptions about sexuality and gender. In this article, we will explore the ways in which pink noise and other similar tactics reinforce gendered expectations while also allowing for subversion through consumer choice.
The Origins of Pink Noise
Pink noise, also known as pink-noise signal or EEG delta wave, is named after its resemblance to the sound made by a radio tuner when switching between stations. It consists of continuous random variations in volume and frequency within a fixed range, creating a smooth, soothing effect that is often associated with calmness and relaxation. The term was first used in the early 1960s by physicist Robert Brown and engineer Leonard Berkley, who noticed that certain sounds could help induce sleep in laboratory mice. Since then, researchers have found that pink noise may be beneficial for promoting focus, concentration, and creativity in humans as well.
Marketing professionals quickly realized that they could use pink noise to create an emotional response from consumers. They began using it in advertisements for various products aimed at women and girls, including those mentioned above. This practice has become so commonplace that some experts have dubbed it "the pink marketing" strategy. Some companies have even gone further than simply adding pink noise to their ads; they have created entire lines of products specifically designed to appeal to female audiences based on color, design, and sensory cues.
The popular cosmetics brand Lush has a line of bath bombs called "Sex Bomb," which are meant to evoke sensuality and arousal through their fruity scents and bright colors.
Critiques of Gendered Marketing Strategies
While pink noise and other gendered marketing tactics can be effective, they also reinforce harmful cultural assumptions about desire, identity, and gender. By associating femininity with softness, tenderness, and vulnerability, they perpetuate sexist attitudes that equate women with weakness and helplessness. These messages can contribute to the objectification of women and girls and limit their choices, making them feel like they must conform to rigid beauty standards or risk being seen as less desirable. In addition, by linking masculinity with strength, aggression, and power, these strategies reinforce harmful stereotypes that prevent men from expressing their full range of emotions and experiences.
Subverting Gendered Sensory Cues
Despite its limitations, however, pink noise and similar tactics offer an opportunity for subversion. Consumers have the power to resist the traditional roles assigned to them by marketers by choosing products that challenge gender norms.
Boys might choose to wear pink clothes or use products targeted at females, while women may embrace more aggressive or assertive qualities in marketing campaigns. This can help break down barriers between genders and encourage people to explore their identities beyond binary categories.
Gendered sensory cues such as pink noise are a widespread practice in marketing, but they come with significant drawbacks. They reinforce harmful cultural assumptions about sexuality and gender, but they also provide an opening for individuals to challenge those same expectations through consumer choice. As consumers become increasingly aware of the impact of marketing on identity formation, it will be important to continue pushing back against traditional gender roles and creating spaces for self-expression outside of restrictive social norms.
In what ways does marketing that employs gendered sensory cues, such as pink noise, reproduce cultural assumptions about desire, identity, and gender while allowing for subversion?
Marketing strategies that employ gendered sensory cues, such as pink noise, are often used by companies to create an immediate connection with consumers and influence their purchasing decisions. These techniques rely on the social construct of gender and suggest that certain products are designed specifically for men or women. Pink noise is a type of sound that has been associated with femininity and is often used in advertising campaigns targeting female audiences.