Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Sex in advertising why it is a problem
Sex in advertising why it is a problem
Sex in advertising why it is a problem
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Incomplete - Sex In Advertising
Introduction
Sex in advertising has been the theme of much 20th Century American
Advertising. It seems like all we see these days are advertisements which use
the human body and sexuality to sell all kinds of products from food and cars to
colognes and exercise equipment. It is virtually impossible to tune into any
type of media they days and not encounter some type of an ad which uses
sexuality to sell it's product. Most of the time sexuality and the use of the
product in a real world setting is irrelevant, but for centuries if sexual
connotation is put upon the use of a certain product then the product has been a
success in the market place. In the following pages we will be analyzing an ad
for Robert Lee Morris Watches, placed in Harper's Bazzar, which uses the concept
of "sex" to sell it's watches. For a copy of the ad please refer to the end of
this report. We will be applying the basic Principles of Advertising to help
use critique this ad.
Objectives and Mission
The objectives of any company using the concept of using "Sex" in it's
advertising campaigns are clear. The company wants to appeal to the conscious
level of the target market to sell it's product. The company wants to appeal to
the consumer who appreciates his/her sexuality and will spend a few extra
dollars to look especially sexy. The mission of this type of advertising is to
convince the target market that the product, in this case a watch, is essential
to their need and want to be seductive and portray that image to his/her fellow
peers.
Consumer Analysis
Before any company decides what kind of an ad will be used to represent
their company and their product, they will need to consider their target
consumer. The advertising agency will need to take personal influences and
environmental forces into consideration. While choosing a type of ad, it is
very important that the advertiser take marketing stimuli into consideration,
these stimuli include: demographic factors, cultural/social influences, and
reference groups. The advertiser needs to understand the perceptions, motives,
needs, personalities, lifestyles, and attitudes of their target market.
In this ad, it is obvious that the advertiser is trying to appeal to the
fashion conscious woman in her 20's or 30's with a moderately high income level
who could spend a few extra dollars for the sake of being fashionable. The ad
is placed in a high class fashion magazine which shares the company's target
This is the where there is use of some attraction to the consumers and in this case the use of an ...
People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use.
It's a very simple message, and one that comes across very clearly due to the nature of the advertisement's simplicity. All in the matter of seconds, the advertisement leaves the reader with a clear sense of what the product does.
To what extent is it acceptable, in an age of shifting morals and the increasing acceptance of sex and violence in entertainment, to use sex to sell to consumers? Does this definition of acceptable shift when the consumers are underage children and teenagers? We all know that "sex sells", but deciding where to draw the line is becoming increasingly difficult as what is acceptable is redefined with each new generation. When does a company's tactics move from representing progressiveness to having crossed the line? Well in Abercrombie & Fitches case they continue to push the envelope.
This advertisement shows us logos by making people think about domestic violence. When you look at the big boot, obviously worn by a man is stepping on top of a small women’s shoe, it automatically makes you think about domestic violence. As quoted, “When he controls your life, it’s no longer your life.” This quote is powerful and directly speaks to the women who are in controlling abusive relationships. It also speaks to people who know someone who is being abused and that they should speak out. It pulls you into the sad scene with the dark lighting all around almost making it seem suffocating, which causes the small woman’s shoe to seem unimportant, compared to the big muddy boot that is trapping it. It logically makes someone
In our first world consumer culture, there is a superficial understanding of sex as as synonymous to goods. One that understands sex as simple self–s...
Her favorite color is pink. As a child, she spent days playing with dolls and kitchen sets, and in her adolescence she perfected the art of makeup. Today, she is a mother of two and wife to an adoring husband. Upon first glance, this girl seems to be the epitome of the female gender role. However, a look behind her feminine surface reveals a strong and independent woman. Her stiletto heels may be pink, but in them she walks with pride, her head held high, and her warm, wide smile radiating confidence. Though she considers her part-time job as a mother to be her greatest achievement, she has also found success in her career as an entrepreneur. This woman is no specific person, but rather a representation of many modern American women who balance
George Orwell, author of “1984,” portrays a dystopian nation concentrated on despair to warn his readers of Communist governments. Michael Radford, director and screen writer, film adaptation of the fiction story successfully captures the cinematography Orwell portrayed to the reader throughout the three sections of his novel. The industry influence commercialized minuscule topics like sexual affairs to increase the number of viewers and lessens the true horrors illustrated by Orwell.
Advertisers aim for an attractive advertisement depends on what audience they wanted to aim for. This is a way to make a good way of attracting people to make efficient money by using stereotypes, and psychologically
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
The objectification of women is a huge issue in society and is often led by advertising. However many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive but rather very funny or sexy. However how would they feel if it were their daughter or sister being advertised throughout the world as a sex object?
Women – beautiful, strong matriarchal forces that drive and define a portion of the society in which we live – are poised and confident individuals who embody the essence of determination, ambition, beauty, and character. Incomprehensible and extraordinary, women are persons who possess an immense amount of depth, culture, and sophistication. Society’s incapability of understanding the frame of mind and diversity that exists within the female population has created a need to condemn the method in which women think and feel, therefore causing the rise of “male-over-female” domination – sexism. Sexism is society’s most common form of discrimination; the need to have gender based separation reveals our culture’s reluctance to embrace new ideas, people, and concepts. This is common in various aspects of human life – jobs, households, sports, and the most widespread – the media. In the media, sexism is revealed through the various submissive, sometimes foolish, and powerless roles played by female models; because of these roles women have become overlooked, ignored, disregarded – easy to look at, but so hard to see.
Miller, Michael. “Sex Sells, But It's Rarely Clever Now.” Capital District Business Review 12 June 2000: 27. Online. EBSCOhost: Academic Search FullTEXT Elite. (AN: 3383375). 19 March 2001.
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.
The advertisement does not involve any music or video, since it is meant to appear in the printed media.... ... middle of paper ... ... Works Cited Chait, Jay. A. The "Illusions Are Forever" Forbes.com.