This website uses cookies to ensure you have the best experience. Learn more

The Problem About Using Sex In Advertisements

1396 words - 6 pages

Advertising is an important form of communication between products and customers. How to get viewers’ attention is first thing need to consider for advertising. Sexual appeal is become very useful tool in advertising, and it use is increasing. The sex appeal has a very long history, the first sex appeal advertising was introduced in 1911 by Woodbury’s Facial Soap (Campaign,2014). Once this advertising is released it has caused an enormous controversy, it is considered so risqué and inappropriate by several readers, even their cancelled their subscriptions to the magazine immediately (O’Barr,2011) . However, by today’s sexually liberated standards, this advertising already is positively ...view middle of the document...

Belch & Belch (2007) said that sex is a means to “gain consumers’ attention”. Relative to non-sexual appeal advertising, sex as a basic biological instincts use in advertising will easy to attention grabbling, likeable, effect inducing and memorable (Severn,Belch & Belch,1990). This issue essay will try to find different writers’ opinion to discuss the answer about why the advertising need use sexual appeal? Sex in advertising actually work? Moreover, whether or not it is ethical to use sexual appeal appeals in advertising?

5. Literature Review

Nowadays, sex appeal is essential element for advertising; sex is everywhere that has been becomes the media constant companion. Sexual in advertising has many types such as nudity, sexual behavior, physical attractiveness, sexual referents and sexual embeds that make sex is exist in advertising across many forms (Reichert & Lambiase, 2003). Therefore, Reichert (2007) state that sex in advertising has been defined as advertising tool for a wide variety of products that use sexuality in the form of nudity, sexual imagery, innuendo, and double entendre. Shahid as cited in Reichert (2007) said that sex in advertising really works in some products, at least for advertisers like Calvin kelvin, Dolce & Gabbana and Victoria’s Secret. They are successful through use erotic appeals to get commercial success. A message if want has opportunity to influence viewers, at least let their seen or heard, use sexual in advertising is effective approach, therefore, sex used in advertisings primarily to attract attention to the advertising (Reichert,2007;O’Barr,2011再找2个) . Sex in advertising is one of most popular and the most effective tactic to get people’s attention. The reason is it inspired the biological needs for every human that causing involuntary notice. Sex appeal can make viewer to stay longer then enhance they remember about brand and main message points (Price, 2002; Fang, Hong ,& Jianyao, 2009;Saswant,2010; Blair,Stephenson,Hill & Green,2006;Reichert,Heckler & Jackson, 2001).
On the other hand, Sexy stimulus distracts the consumer and no counterarguments are initiated, sexually-oriented advertising will let consumer remember less about the advertising. Sexual content attraction will easily overshadow the intended brand and communications (Danielenko,1974; Reichert & Fosu,2005; Grazer & Keesling, 1995). Moreover, there’s a lot of controversy about ethical problem regarding the use of erotic advertisements in marketing. Different culture cause different acceptable degrees of sex, the “culture” has a wide range that include knowledge, beliefs, art, law, morality and customs, capabilities, and habits of humans as members of society (Sawang, 2010; Fang, Hong ,& Jianyao, 2009; MillwardBrown,2008). Moreover, women’s reaction is other than men, they often have negative reaction to sexual content in advertising. Dahl, Sengupta & Vohs (2009);Goodrich (2014); Bratu(2013) suggests that men and women have different...

Find Another Essay On The Problem About Using Sex in Advertisements

The Problem with Sell Sex Essay

1260 words - 6 pages ). Regardless of how one is employed, all people should have access to the same government issued services. Since prostitution is illegal, sex workers can’t get access to those agencies and therefore, are being treated as second class citizens. When selling sex is legal, and in the public eye, sex workers can retain their rights as people and no longer worry about being treated like a lowlier person just because of their chosen profession. For

The Problem with Sell Sex Essay

1036 words - 5 pages easier to control and visible to the public, which caused a surge in “[t]he numbers of street prostitutes... [and] the violent crime in the area." (Davis 312) as well as an increase in the number of people frequently the area where the sex workers were. Because of the attempts to make prostitution more controlled and visible, in the end, it only cause more violence against the working women. Attempts to control the problem only served to worsen it

Using two recent advertisements (in the same medium) for different brands in the same product/service category: 1) Explain how they differ regarding c

1402 words - 6 pages their 2013 Christmas advert in which they use the seasonal theme of snowmen to “attack rivals on price”(The Guardian 2013). They do this by using 4 snowmen with yellow, blue and orange scarfs to represent Morrisons, Tesco and Sainsbury’s all of which look sad, thin and small. The 4th snowman has a green scarf to represent ASDA and this snowman looks happy and is far taller than the other 3. The connotations of this are that people will see ASDA

Automobile Advertisements in the 1940’s

679 words - 3 pages women. They mostly can be interpreted as a need for attention. They seem to be tailored towards a changing America, from a male dominate environment to equality. A 1966 Corvette add shows a women standing in a stream. The commentary on this add tells a story about how the women took the family car for a joy ride, after her husband made excuses on why she would not be able to drive it (Behrens, L. & Rosen, L.J. 2013). The other advertisements during

The Problem of using touch screen devices in classrooms instead of computers

1358 words - 6 pages Introduction This literature review project examines research studies related to the problem of replacing computer in K12 education with touch screen devices. The project involves studies that show different results on engagement of the students in using different technologies. Theory/ Rationale Although there is not yet much empirical data on the relative benefits of touchscreen computers compared to desktop and laptop models, “learning

The Power of Persuasion in Advertisements

1716 words - 7 pages ethics to persuade viewers to do or buy something. The second is pathos, which is the emotional application. This is where advertisers put strong feeling into advertisements, which most commonly affects females. Last is logos, the appeal to logic. Logic is frequently associated with the ability to think critically and reasonably; it is usually associated with males (Dr. Edlund). As soon as a person knows what to look for in advertisements, he or she

The Exploitation Of Children In Television Advertisements

4067 words - 16 pages elevated in the presence of children, eye contact,puppets, and rapid pacing (Van Eura 23). Television advertisements target youngeraudiences by using colorful images and rapid movement often in the form of animation(Brady). The advertisements primarily directed towards the childrens' market are for toysand foods (Pediatrics 295). Studies show that children see the images on television as awindow of the world, these images affect their thoughts

Cigarette Advertisements in the 1950's

1366 words - 5 pages In the middle of the twentieth century, mostly during the 1950’s and the 1960’s, smoking was more prevalent and smoking advertisements were more common as well. In the 1950’s, people didn’t know that smoking caused lung cancer and various deadly diseases. One technique that cigarette advertisements in the 1950s advertised their product was to use the doctor as a spokesperson and say their cigarette was the “doctor’s preference.” Doctors (the

Using Love to Justify Sex in A Very Short Story

1150 words - 5 pages Using Love to Justify Sex in A Very Short Story   At first glance unusually normal, at second glance unusually striking, the title "A Very Short Story" reveals Hemingway's perception of a perhaps unforgotten war experience. Man went to war. He met woman. They spent many nights together. They considered marriage. He went home without her. She moved on. He moved on. The end. The story, the relation of events, is indeed short. This is not

Girls, Sex, and the Art of Using Axe

1837 words - 7 pages being able to handle and please these types of girlfriends to being a “real man” through the use of Axe. They continue to support their past claims made in past advertisements than if you use Axe sprays or shower gels, that you will attract women and in return, receive sex. In their series of advertisements, Axe uses a series of stereotyped girls and their relationships and sex to appeal to their general demographic of men age 18-24. The second

Sex in the Media

3268 words - 13 pages Sex in the Media One of the most important resources of a business is its advertisement team. Due to the fact that people can and will buy your product only if they know about it. This is the reason that marketing and advertisement have the biggest budgets in a business. This is the reason that places such as spend up to four million dollars on advertisement a year, according to '' written by

Similar Essays

Sex Sells In High End Fashion Advertisements

1255 words - 5 pages many young women fantasize about and this is the reason advertisements for high-end fashion companies, such as this Calvin Klein Ad, demonstrate in their campaigns. The Calvin Klein Ad pictures young woman, lying topless by the ocean on volcanic rocks. Her breasts are covered by the arm of a shirtless young man who is lying behind her. Their body language displays strong sexual desire for one another. The young woman has her eyes shut while

Using Ethos, Pathos And Logos In Advertisements

976 words - 4 pages Using Ethos, Pathos and Logos in Advertisements An advertisement is a form of public writing in which the author uses writing strategies as a way to catch the attention of a reader and to persuade that reader to purchase what he or she is promoting. In order to create an effective advertisement, the author relies on the product’s credibility, uses reasons to convince the reader to buy what he/she is promoting, and attempts to appeal to the

Using The Sexual Objectification Theory To Analyse Advertisements In The United States

2113 words - 8 pages The Sexual Objectification of Women in Advertisements in the United States Introduction When was the last time a black head was seen in an ad intentionally? What about too much white skin, freckles, wrinkles, piercings, or fat roles? It can be guaranteed advertisers are not showing these things unless they have a purpose. Likewise, smooth, flawless, tanned skin with perfect bone structure, attire, sparling eyes, and more than enough

Sex Education In Adolescents Using The Comprehensive Risk Reduction

2308 words - 10 pages question “which method is more effective in reducing sexual risks and consequences?” Sex Education is essentially the teachings of human sexuality in regards to sexual anatomy, reproduction, intercourse and behaviors associated. Learning about these aspects is important to adolescent development as it is a natural part of life. One way children learn about this is through school or somewhere in their community such as an after school program