1. Storytelling in Sensual Products Marketing: A Content Analysis of Archetypes and Endorsers on Instagram

1. Storytelling in Sensual Products Marketing: A Content Analysis of Archetypes and Endorsers on Instagram

Jacob, D., Casais, B., & Azevedo, A. (2025). Storytelling in Sensual Products Marketing: A Content Analysis of Archetypes and Endorsers on Instagram. Journal of Creative Communications. https://doi.org/10.1177/09732586251334853


This study analyzes how Brazilian sensual product brands use storytelling on Instagram to market taboo-related products. Through a content analysis of 22 posts from the five largest brands in the sector, the research examines the prevalence of storytelling archetypes and endorser typologies. The findings show that brands mainly rely on the caregiver, jester, and, to a lesser extent, the innocent archetypes. The caregiver archetype dominates by emphasizing guidance, safety, and product education, helping consumers overcome discomfort associated with taboos. The jester archetype uses humor and playfulness to reduce shame and normalize consumption. In contrast, traditionally dominant archetypes such as the hero are largely absent. Regarding endorsers, expert figures—such as sexologists and consultants—are most frequently used, highlighting the importance of credibility and trust. Celebrity and consumer endorsers appear less often. The study also reveals a strong predominance of female endorsers. Overall, the article shows how storytelling and credible female expertise help brands mitigate stigma and facilitate consumer acceptance of taboo products.

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