University of Cape Coast Institutional Repository

Sex Sells! Could Sex Scenes in Ghanaian Video Films be used to Market Culture through Costume?

Show simple item record

dc.contributor.author Adzovie, Daniel Edem
dc.contributor.author Jibril, Abdul Bashiru
dc.contributor.author Adzovie, Rita Holm
dc.contributor.author Aboagye, Divine Narkotey
dc.date.accessioned 2022-03-31T13:12:29Z
dc.date.available 2022-03-31T13:12:29Z
dc.date.issued 2020-08
dc.identifier.issn 23105496
dc.identifier.uri http://hdl.handle.net/123456789/8085
dc.description 10p:, ill. en_US
dc.description.abstract Abstract. Film, although one of the youngest art forms, influences societies due to its unique way of interacting with the viewer. Film directors employ different tropes in conveying messages to audiences. One of such tropes is costume. “Sex sells” is a popular expression in advertising and marketing communications. The purpose of this study is to offer a new perspective on how sex scenes in films could be used to project aspects of a country’s culture. Riding on this popular expression, we argue that sex scenes in a Ghanaian video film could be a strong fulcrum to expose aspects of the rich Ghanaian culture to the world. We submit that by paying particular attention to the mise-en-scene of costume used during sex scenes, directors could lure film lovers into appreciating the kinds of fabric as well as style used by characters in a film. Through the case study method, we reviewed literature on mise-en-scene of costume in film, and its ability to convey underlying messages to the viewer. The literature review serves as the basis of our argument, where we propose how to ride on costume in sex scenes to project and market the richness of Ghanaian culture regarding clothing/costume in sex scenes in films. In this regard, we have been able to problematize a new way of thinking about sex scenes in films, especially regarding sex scene costume as a unique selling proposition and its contribution to marketing a country’s culture to the viewing public. This study contributes to policy in the entertainment industry in terms of portrayal of sex scenes in Ghanaian video films while ensuring cultural adaptability and growth. en_US
dc.language.iso en en_US
dc.publisher University of Cape Coast en_US
dc.subject Sex Sells en_US
dc.subject Could en_US
dc.subject Sex Scenes en_US
dc.subject Films en_US
dc.subject Market en_US
dc.subject Costume en_US
dc.title Sex Sells! Could Sex Scenes in Ghanaian Video Films be used to Market Culture through Costume? en_US
dc.type Article en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search UCC IR


Advanced Search

Browse

My Account