Purity, in this context, is a social and moral construct. It represents virginity, innocence, incorruptibility, or moral clarity. The "pure" figure is often the Madonna, the child, the nun, or the naive lover—someone untouched by the mud of worldly transaction. In the , purity is the commodity. It is the prize. The possessive force does not want a jaded, experienced partner; it wants the one thing that, by its very nature, resists ownership.

The "Pure Taboo" brand specifically targets scenarios that challenge social norms: