Every where a person looks there seems to be some type of advertising based on sex. The illusion of making one feel they want, need, or cant live without something so pleasing makes a person want the product even more. This is a concept that can be explained by the idea of sexology which states, “Sexuality is not a superficial or minor part of being human; it is basic to who we are” (Seidman 4). This idea is one of the public weaknesses that the major corporations can manipulate during advertising leaving a person to wonder why and if the idea of sex really sells. The issue is women are the only ones who seem to be sexual in advertising further creating concerns focused around the idea that sex isn’t the only thing being sold.
In Paglia’s article, “Madonna I: Animality and Artifice,” she claims that dominatrix (used by Madonna) empowers women, and it should be praised by all female musicians (89). I agree to Paglia’s claim that sexuality sometimes empower rather than exploit women to act sluttish; however, in music, I believe the line between a woman using sexuality and promoting herself as an object is unnoticed because it changes depend on who dominate. When male musicians dominate a certain type of genre (hip-hop), many new musicians (women included) degrade women to jumpstart their career because sex sell. For instance, before Nicki Minaj gets famous, she started her career by degrading women in her mix tape, “Sucka Free,” cover picture because most people think hip-hop is only male profession, and it has little respect for women because mostly men listen to hip-hop. And so for female rappers to get the attention from those men, she has to jumpstart her career by using her sex appeal image.
While this is sometimes done by using sexual appeal as an attention grabber, sex can be portrayed in commercials as a gender stereotype or in a desirable way. Unfortunately, when sex appeal is portrayed in an unrealistic, impractical way, this has allowed the general population to compare themselves to models that may not even exist.
Some people may not change their purchasing behavior even though they notice the ads and are ... ... middle of paper ... ...three major effects of sex in advertisement: an attention getter, identification, and perfect models. People have often their eyes gotten by sexy images. Also, some sexy images may give cool concept on brands. Lastly, sexy male or female models in ads have perfect coolness or beauty and customers come to want to become like them by using the products in the ads. References H. Marcus and H. Erik (2004), Sex in Advertising, March 24th 2014, Retrieved from http://epubl.ltu.se/1404-5508/2004/167/LTU-SHU-EX-04167-SE.pdf K. M. Bruce (2012), Human Sexuality Today O. William (2011), Project MUSE-Advertising& Society Review-Sex and Advertising, March 24th 2014, Retrieved from https://muse.jhu.edu/journals/advertising_and_society_review/v012/12.2.o-barr .html R. Tom (2003), The Erotic History of Advertising R. Tom and L. Jacqueline (2006), Sex in Consumer Culture
The tone of the mood of the background creates this seductive atmosphere in the whole design. The mood and the attractiveness of the model signal this sexuality in the advertisement, which appeals to woman.... ... middle of paper ... ...rket to use their product in order to achieve their definition of beauty through the use of its advertisement design, the selection of word choice, and audience achieves the goal of promoting sexual appeal. The product’s claim to promote their Moroccan My Shine Shampoo and Conditioner product message of providing shine-looking hair is not convincing in their advertisement. The overall message is overlook that the product will boost a women’s attractiveness. The shiny silky looking hair does not reflect on having irresistible naturally hair, but is being convinced that beauty will enhance their own sexual appearance.
Everyone is born with sexual desire (Kalb). Therefore, sex is sometimes successful when used in advertising to sell products because consumers can easily relate to its tempting value (“Does Sex Really Sell?”). Sex in advertising is the use of explicit sexual content or suggestions in order to sell a service or product. It has been stated that sex is one of the primal urges found in humans, and “this underlying, pre-programmed disposition to respond to sexual imagery is so strong, it has been used for over 100 years in advertising” (Sugget). However, using sex in advertising to sell products is only successful if the right group of people are targeted, the product is sex-related, or the advertising company is popular and well-experienced enough to correctly use this marketing strategy.
The UGLY: Sex is Offensive While sexual innuendos in ads are not new in today’s societies, ‘the blatancy of its use IS,’ according to Wells et al (2007). Sex in advertising is becoming increasingly overbearing and ‘advertising that portrays women (or men) as sex objects is considered demeaning and sexist, particularly if sex is not relevant to the product’ (Wells et al 2007).
Even though the company claimed that the target market for their new product were men and women consisting of the ages 18-25 years old, it became apparent that it was influencing much younger individuals. French Connection employs sexual and considerably irreverent images and language in their advertisement to draw its customers to its new fragrance. The message in the Scent to Bed advertisement simply combined sexual imagery and text into one ad... ... middle of paper ... ...With the Scent to Bed advertisement, French Connection is able to do just that. From this, it is easy to conclude that sex sells and has the most influential effect in teen generations. Additionally, the use of the color white for the text accentuates the advertisement’s naughty image.
It is hard for women to be told that they are not mature enough, smart enough, pretty enough, or skinny enough because it is just too painful and humiliating to hear. Advertisements are exposing an unachievable body image for women and at the same time they are making it harder for women to be seen as beautiful in men’s eyes. It is bad enough that they might be going through a hard time because of their insecurities, but to see them on advertisement just makes them feel worse about themselves not better. The article “Sex, Lies, and Advertising” by Gloria Steinem states, “After all, advertising was (and is) as potent a source of information in this country as news or TV or movies. It’s where we get not only a big part of our information but also images that shape our dreams” (202).
She also can be viewed in a distasteful manner in the Sketcher’s Shape Up commercial as well. It seems as if she knows that particular image, is what will make her money. But yet and still she tries to act as if, she doesn’t like the way she is portrayed. In a W Magazine spread Kim posed nude for the cover, but when the cover was released she had a problem with it. She felt she was misled, and she assumed “the presentation of her breasts and nipples, believing they would be more adequately covered come publication” (Young).