Saskia van Dijk
Statement of purpose
The purpose of my formal writing is to educate the audience on how many products are using sex to sell as a technique of advertising and why it’s not doing any good for our society. I have used Imagery to capture my audience's attention and to make them aware of how these products are objectifying and sexulizing people. By using rhetorical questions and statistics I have also made the audience think about how often it occurs and how they can link the issue to their own life.
Imagine an advert of a thin, fake tanned; brunette woman bending over, wearing only a push up bra; little purple underwear, revealing a lot of butt cheek, and oven mitts. Now imagine this woman pulling a cooked chicken out of an oven. Along side this overly sexulized and stereostypical picture towards women it's captioned “can she make you
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Here's why: sex sells. Sex sells is the concept of companies using sex appeal to help advertise their products. This kind of advertising has been around for years, however as the media has grown there's been a noticeable increase in the use of it. According to researcher Tom Reichert, professor and head of the department of advertising and public relations in the UGA Grady College of Journalism and Mass Communication. “15 percent of ads studied used sex as a selling point in 1983. That percentage grew to 27 percent in 2003” since then the percentage is still rising. In 1885, W.Duke and Sons, a manufacturer of facial soap, included trading cards in the soap's packaging that included sexulized images of the day's most iconic females. Did it sell? Yes. Since then brands all over the world began purposely linking themselves to suggestive or downright blatant sexual imagery in the search for new customers. In particular, alcohol, fashion, perfumes, car advertisements and even food have joined in on using sex to sell their
This thought has been held on for far too long. In a consumer-driven society, advertisements invade the minds of every person who owns any piece of technology that can connect to the internet. Killbourne observes that “sex in advertising is pornographic because it dehumanizes and objectifies people, especially women,” (271). Advertising takes the societal ideology of women and stereotypes most kids grow up learning and play on the nerves of everyone trying to evoke a reaction out of potential customers, one that results in them buying products.
Sex sells a common phrase which turns out to be very truthful and also the title of Rodger Streitmatter's book, Sex Sells! The Medias Journey from Repression to Obsession. It seems like no other human act drives "buying behavior" as much as sex appeal does. Therefore advertisers manipulate this human drive and than offer their products as a path of love, beauty and desirability which is their main purpose of advertising. In other words the main purpose of advertising is to sell products and what advertisers must do to get people to buy these products is to make products desirable to the chosen target consumers. The pioneering of bringing prurience to advertising was Calvin Klein, starting with women's jeans going then to men's underwear and ending up with perfume for both sexes at the end. Perfume advertising is a large contributor to sex appeal. In both ads for Opium and Dolce & Gabbana perfumes advertisers use sexual seduction and influence to sell their product. They use sex appeal to grab our attention and play with our fears and desires and they manipulate us by fulfilling our erotic fantasies and dreams.
Other aspects strengthen the advertisement design's sexual appeal. The foreground woman's strapless swimming suit, highlighted in red, is the most notable example. Her chest prominently resides above horizontal boxes in both th...
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.
“Sex sells” has been used as an excuse to exploit and humiliate women through advertising for years. It is seen everywhere: television, movies, magazines, billboards, literally any place that can have an advertisement put in/on it. One company that specializes in advertisements composed of sexualizing women in order to sell their clothes is American Apparel. For years, they have created degrading ads that make the average believe they need to look like these images in order to feel good about themselves. Advertisements like these have a negative effect on society and especially women but American Apparel has taken things to a whole new level of exploitation.
Watching television growing up, half of the time spent watching was filled with advertisements. Most of the time, the ad would include a beautiful woman, barely dressed, doing something sexually suggestive. The whole advertisement would consist of this, while most people have no idea what the product being sold is. Then at the very end, they provide a brief description of the product. This is an example of using sex to sell products. It is no secret that advertisers have been using sex to sell their products for years. These tools are used in all types of advertisements. However, this is not just selling sex, it is selling elitism. It is selling the status of “hey, if you can get our product, you can get these types of girls”. Elitism is
“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.
There are many companies that use sex appeal in their ads today. For instance Victoria Secrets is one of the top sellers in lingerie. They show skin in every one of their ads. All of their models put on the sex appeal for all commercials and magazines. That is what helps them sell. Women look at those ads and see those girls floating on clouds like angels and feel they could feel the same if they wore that purple bra or red underwear. By showing these girls constantly looking sexy in their ads make women feel sexy just wearing them. That is the whole point of using sex in your ads. It?s amazing what a little skin can do. "In advertising, sex sells. But only if you're selling sex (Richards).
Do you think that a medical treatment is the only option you can pursue to improve your sexual health? Well if yes, then trust me, you are completely wrong here! There is lot more YOU can actually do to make your sex life spicier and appealing! That’s true!
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 sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.
Advertisements have been featuring sexual images to increase sales since the nineteenth century, and the phrase ‘sex sells’ is so popular even children know it. From cigarettes to soap to underwear to jeans, sex is used to sell everything, and the image of a naked women is one of the most popular examples of this. In the Weyenberg advertisement, the woman is topless and completely uncovered by anything but her own arm, despite the fact that she is selling a shoe. There is no correlation between the object being sold and nudity, they are actually direct opposites, but the company will still use it because they are more likely to sell shoes to men if the advertisement makes them think of sex. This image of women has not changed in the four decades since this advertisement was created, and it is so normalized that most people never stop to think about what is so inherently wrong with that. In 2013, just three years ago, Robin Thicke released a song encouraging rape that was able to sell astronomically well, and then he posted a music video featuring topless women being used as sexual objects that encouraged sales even more, and all because it features women and sex. Both the advertisement from 1974 and the music video from 2013 present women as sexual objects as a way to increase sales of the product, and since they
Amy Bax, a writer for Gaebler Ventures states, “Using sex appeal in advertising is a time-tested technique that will probably be with us forever.” Companies incorporate it into their ads because it grabs the attention of the person watching it. One commercial in particular that demonstrates this type of advertising is a commercial for Dos Equis beer. In these commercials Jonaan Goldsmithth is surrounded by beautiful women who seem to be draped all over him. Many teens might see this advertisement and think that if they are drinking this beer, then they will have a better chance of attracting someone and their possibilities of having sex will increase; to hormone driven teenagers, especially teenage boys, that is a big incentive to
The glamorous side of sex is everywhere; music, tv shows, movies and social media. To a mature adult, it is easy to ignore the sexual messages in those outlets. However, to a teenager, going through mental and physical changes and peer pressure, it is extremely easy to fall for what is shown to “cool.” Everyone has fallen for half truths to be cool in their teenage life. It just so happens that teen pregnancies and STDs are not one of those things that one can simply walk away from. Babies and STDs leave a lasting effect on everyone involved. The National Conference of State Legislatures states:
Sex education has been a taboo subject for a long time, even out of schools. Usually an ignored topic of discussion, when adults would be asked such questions by younger individuals the answers were usually misinformation and complex euphemisms. This strategy, use merely so the adult avoided embarrassing themselves, would only further confuse the person asking and it would not even answer the original question. Such examples include babies being brought to the parents by a stork, the birds and the bees, and naming the sexual organs after objects. Due to culture, such customs have been hard to get rid of and improve upon, especially with many of this shame originating from organized religion. In recent years though, conservatism on this education
There are a lots and lots of advertises that contains a bit of exaggeration, sex and a message to make the consumer feel an association going on by using or buying that product. For example, Coors light beer commercial contains a lot of stuff that might get people to feel an association going on if he or she drinks that Coors light beer. On one of the Coors light beer commercial, there's a commercial that shows couple of young man and woman drinking Coors light beer and playing volleyball up on the Rocky mountains. A lot of people especially the people around their 20's would be convinced that if he or she drinks Coors light beer, then they could enjoy the coolness of being young and active. Since the commercial contains both sex, it would refer to the people aroun...