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.
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.
At first, an attractive woman was associated with a product targeting men only to attract their attention. The impact of these ads on attention getting and brand awareness was measured through male resp... ... middle of paper ... ...nonsexual appeals. Regarding its effect on the memory, Reid and Soley (1981, 1983) found that ads with decorative female models increased memory for the image in the ad; specifically if the product categories are to a certain extent relevant to the sexual information as perfume, liquor or swimming suits. On the other hand, although those ads have been criticized many times for distracting viewers and preventing them from processing the info, in fact in real life, consumers are exposed to the ads several times and consequently afford learning the information about the brand. Based on what we have exposed previously about the role of advert containing nudity in assuring better memory toward the ad, we present our second working thesis: H2: an advertisement that contains nudity prompts better memory toward the advertisement than does an advertisement without nudity.
I infer that there are both positive and negative effects in the advertising. Lastly, I want to know how boys and girls react to the advertisement. Some ads focus on to get male customers and others target on female. I also want to know how reaction relates to purchasing. 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.
They reinforce stereotypes and successfully help men and women change their appearances. To do this they need to create ideas or build up an image that would interest their target audience. They make women obsessed on how to be attractive or adored, whereas in men’s case, they would make them obsessed on how to appear commanding and dominant. Overall, as mentioned in the beginning, women in the advertising industry are known as objects whereas men are known as subjects. This is how products in our society are effectively and easily sold.
Other cultures view sex as a raw pleasure activity while our society has elevated it to the expression of a person’s identity and moral code. Chasing Amy contributes to this view of society as the whole movie centers around sexual beings and the influence of sex on their lives. Chasing Amy is an account of people’s fears about sex and relationships as well as the inhibitions and insecurities that are attached to them. Therefore, the best way to understand the movie'’ message is to analyze the sexual identity of the characters in it. The characters are used to portray the stereotypically viewed male and female as well as the exceptions.
Therefore, using sexual imagery in advertising is unethical because it distracts the consumer from the original issue in which it is for them to buy something. Merchandise that is usually associated with sex appeal include designer clothing, alcohol, and fragrances. They appear to feature sexual imagery that is very explicit. For example, Axe body spray is a prime example of a brand that claims to provide sex-related benefits. Usually these commercials feature a guy, typically between the ages of 18-26, using this Axe Body Spray then automatically achieving a higher social status and becoming a “chick magnet.” (Chacko).
Research Questions/Thesis Statement Sex and sexuality has been a subject of controversy, especially use sex in advertisi... ... middle of paper ... ...appeal play an important role in advertising, and will always important. People have to confess that sex really makes sells, it has successfully gained the attention of viewers that is the reason why sexual appear more and more popular in advertising. However, correctly to use sex in advertising is necessary to reduce the controversy and avoid negative reactions. There are some fine works in advertising world full of sex elements, but there are quite a few advertisements simple stressing sex, that resulting in many complains and resist. Therefore, sex in advertising is a double-edged sword, it not only need to consider the product is it suitable use sexual appear in advertising, but also need to avoid the sexual information overshadow the products.
For example, the Doritos advertisement used a pun/undertones that hint at a sexual theme without being explicit. “No Doritos, No Paradise” gives up an understated clue that gives off the vibe of sexuality, although it is often debatable whether these clues are sexual depending on the viewer. The purpose of putting sex into advertisements is to supply a shock-value to the viewers and to get them to connect the brand of the product being advertised to the sexy and desirable image. By making the consumer feel connected to the sex appeal and thus, onto the product, they will (in theory) be motivated into making a purchase. In the past, advertisements with sex appeal have proven to be quite effective in attracting new potential customers to buying products and services.
However, some companies can overuse our natural sexuality. Thus, more and more sexual images are not connected with the object being advertised. Which leaves some humans cheated in a way sinc... ... middle of paper ... ...ng sexual innuendoes in advertisements help people to remember and buy the product that are being advertised? Does putting too much sexual images change our view towards sex? What are the positive and negative effects it can have to the people looking at it?