Selling with sex in Sin city: The case of the hard rock hotel casino

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Scopus citations


TI1e author presents a case study of the sexual appeals used in several billboards for the Hard Rock Hotel Casino in Las Vegas, Nevada. In 2004, the Hard Rock paid a $100,000 settlement with the Nevada Gaming Commission for advertising deemed 'inappropriate.' The author analyzes the messages concerning female nudity and implied sexual activity contained in two billboards cited in the formal complaint, and another billboard that used female same-sex eroticism to promote the Hard Rock as an entertainment experience. The article concludes with a discussion of the deontological concerns warranted by overtly sexual advertising.

Original languageEnglish
Title of host publicationInvestigating the Use of Sex in Media Promotion and Advertising
Number of pages20
ISBN (Electronic)9780203824115
StatePublished - Jan 15 2019


  • Advertising
  • Billboards
  • Branding
  • Case study
  • Casino
  • Las vegas
  • Sexual appeals

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • Business, Management and Accounting (all)
  • Arts and Humanities (all)
  • Social Sciences (all)


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