The first chapter I will be evaluating is all about how sex is used through out the media and how it has changed over the last fifty years, and this is seen mostly in film and television, as well as in advertisements. Sex is a large topic discussed in today’s culture, it surrounds us and it is in our everyday lives; “from the use of supermodels to innuendo, sexual and sensual images are a staple of commercials and print advertising” (Lerner, 2006, p. 353). The most common use of sexuality in the media is the representation of women. Back in the day, women were seen as mothers and wives, always in the home making dinner and watching over the children while the male figure was at work. Today, this is vastly different. Women are being used as sex sym...
Ford, Jennifer. "Fashion Advertising, Men's Magazines, and Sex in Advertising: A Critical-interpretative Study." University of South Florida. N.p.. Web. 20 Nov 2013. .
Steele’s Constructing Sex, the Sexual, and the Erotic- 'Doing It’: The Social Construction of S-E-X, which covers the social construction and perception of sex, sexuality, pleasure, and gender. In the text Steele mentions that very often in this society, penial penetration and male pleasure and climax are commonly seen as indicator of having had sex (Steele). The focus on male pleasure above females is not only relevant to the physical act of sex, but also the perception of gender and the way media targets their audience. More often than not, the typical objects of male pleasure (females) are taken and added into media and advertising to appeal to male pleasure even in ads that the products are targeted away from men. For example, underwear made for females often features an ‘attractive’ female seductively showing off the garments, effective for targeting straight males. Even in commercials for products for either gender like burgers or sunscreen, still use an objectified women as their selling point. Another point that Steele looks at in the text is the idea of consent, Steele states that “The dangers inherent in contemporary constructions of S-E-X… is about the pleasure of the actor” which can cause the dismissal of the object of desire as irrelevant (Steele). This idea of the focus being solely on the actor is problematic as it can easily perpetuate rape culture, and is a large part of the RadioShack ad.
In a study done by The 4Th Estate, the results showed men are quoted around five times more than women in stories regarding women (Pesta 1). With media being so male centered, it is not surprising that often women become the target of sexual objectification in all realms of media. With the concept of “Sex Sells” still holding true, many advertising outlets have continued to fund ads with sexually focused content. Whether you are listening to the radio, reading your favorite magazine, or just window shopping in the mall you are being targeted by media’s gendered advertising.
“Sex sells” is an aphorism closely adhered to by both the film and print advertising industries. For over a century, magazines, newspapers, film, and other advertising mediums have utilized women and sexuality to persuasively market their products to consumers (Reichert, 2003). By representing an assortment of consumer products surrounded by women who exemplify a “desired” body type, marketing specialists quickly discovered the direct correlation between sexuality and consumer buying. So why is using beauty and sexuality as a marketing gimmick so harmful? With women being the primary audience of both general interest and consumer product magazines there is constant exposure to the idealistic body image that advertisers and mass media believe women should adhere to.
“Selling sex is illegal, but using it to promote economic growth is not.” (Sexualization and Sexploitation of Women in the Media; Rosery Films) What actually happened to our culture, people wondered? Has advertising gone too far? And are we being corrupted by sex? According Sex in advertising: Perspectives on the Erotic Appeal, in 2005, approximately one-fifth of all advertising used overt sexual content to sell its product. Society’s interest with sex and the advertising designer’s acceptance of it as an effective tool have served each other for the course of the twentieth century. And has always been separated on the extents to which sexuality can and should be used to sell. Advertising has become the single largest source of visual imagery in our social society. No matter where we look, we see advertisements trying to sell us things. Provocative advertising has been characterized as a deliberate attempt to gain attention through shock. (De Pelsmacker & Van Den Bergh, 1996) In 2007, The American Psychological Association sent out a press release to the media stressing the harmful effects of sexualizing our youth: “The proliferation of sexualized images of girls and young women in advertising, merchandisin...
According to a nationwide poll conducted for Adweek by Alden & Associates of Hermosa Beach, CA, people were asked whether they thought there is too much sexual imagery in advertising. A landslide of 73% said there is, with respondents in the 35-49 ag e bracket more likely to say so as concerned parents (Dolliver, 1). There is a struggle among advertisers on whether to use the sure way to sell the product (through sexual images) or to be true to a sense of morality. More often than not, greed takes o ver and morality is thrown out the window. The problem is that sexual appeal used as a marketing tool seems to be showing up more often with a broader range of products and audiences.
When viewing advertisements on television, there are apparent displays of sexual enticement. Girls and guys, scantily dressed, beckon us to buy their products, ranging anywhere from soap to cars. The products take a backseat in the advertisements; the models are the real thing being sold. Axe body soap campaigns to our wallet with the promise of sexual attention because we use their new scented product. We are sexually aroused into an advert...
Sex is one of the most controversial and enticing subjects in today’s media. No wonder it has become a dominant marketing strategy, it appeals to a basic human interest in sex and uses it to persuade an audience. Sex, as a marketing tool, has become extremely pervasive in the United States today. An individual living in America will certainly be exposed to this marketing tool. Music industries, television commercials, magazines and other advertising media have given in to this marketing technique. The fact that companies use people’s natural interest in sex to sell their products is upsetting. The way advertisers use sex appeal to sell their products reflects poorly on and undermines our society’s morals.
Daye, Derrick. "Does Sex In Advertising Work?" Branding Strategy Insider. The Blake Project, 22 March 2008. Web. 17 October 2013.
Many of which include sexuality and the over-powering of women. Piecing, for example, is when advertisements use a portion of the body, usually sexual, that will take up the majority, and in the far corner will be the actual commodity. However, the use of sexuality in advertising has a different effect between men and women. “Focusing on spontaneous evaluations of sexually themed ads, these authors found that in contrast to men, who reported positive attitudes, women on average exhibited a marked negative reaction to explicit sexual content in advertising” (Dahl 215). Women prefer the intimacy instead of a spontaneous sexual
Zimmerman, Amanda and John Dahlberg. “The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective.” Journal of Advertising Research 48.1 (March 2008): 71-79. Business Source Premier. EBSCOhost. Howland High School Lib., OH. Web. 28 March 2014 .
The advertising industry has become a notable staple of marketing in the modern era. From oversized billboards to television commercial sessions, advertising has taken up a strongly dominant role in contemporary life, through which information is repeatedly broadcast and eventually embedded into the minds of potential consumers. Under the influence of such advertisements, consumers become more susceptible to emotional appeal and more receptive to the views expressed by these commercials, thus leading to a possible shift in their personal values and opinions. Therefore, although the main focus of these advertisements primarily falls upon the products themselves, it is the warped portrayals of the sexes and the concept of gendered marketing that
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
The use of overly suggestive women in advertising has led to emotional and cognitive issues in the population of young women. Over the past few decades, the use of sexualization in advertising has become more common. Whether conscious or subconscious, the images and roles that are being portrayed send implied messages to the impressionable minds of children. Roughly 50% of teen girls in the U.S. read teen or adult fashion magazines, and a high percentage of those are exposed to commercials and billboards with sexual images on them (What’s the Problem). Because many of these advertisements shape women to be beautiful with thin waists, even skin, and large breasts, that becomes the standard for what other women should look like, whether attainable or not. The American Psychological Association conducted research in 2007, which proved that the “sexualization” in media has a negative...