Sexual Material in the Media: Parents and Children

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.

Throughout history, sex has been used to sell products. In 1871, Pearl Tobacco brand used the image of naked women to sell their product. The exposure of sex in marketing slowly morphed and by the “beginning with World War two, pinup girls were introducing sex into a mainstream advertising” (“Sex as a Marketing Tool”). Twenty-one years after World War II, “Swedish bombshell, Gunilla Knustson, told men to ‘Take it off, Take it all off’ in a commercial for Noxzema shaving cream” (Reichert, “History of Sex…” ). Double entendres, such as “Take it off, Take it all off” sparked interest and started appearing more and more. With the introduction of the television in 1946, sex in marketing was able to enter a new and massive outlet.

Sex truly has been a part of marketing for a long period of time, but only recently has it become excessively used. It is now causing an unseen burden on society. In the past the media has always straddled the line between just enough sex appeal and too much, but only ...

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... confused about the importance of sex, and what it means to love another person later in life; because of ads they once saw that promoted instant pleasure as something of value (similar to the effects of porn). This could lead to a life of risky behavior and nonfulfillment. The article later goes on to state that “41% of parents said they had seen programs or advertisements on TV, before 9 P.M., that they felt were unsuitable or inappropriate for children, because of their sexual content” (Wintour). These parents understand that it is inappropriate to expose children to indiscriminate sexual content at an early age. A child should learn about their own anatomy before they see two fully grown adults exchanging sexual gestures. Sex in marketing needs to be better controlled so children can mature, learn about and appreciate the positive value of sex.