Sexual Objectification In Advertising

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Icons like Old Spice’s pitchman Isaiah Mustafa and the Marlboro Man are both old time examples of sexual objectification towards men not being a new craze. “The adage "sex sells" has guided the advertising world for centuries.” The catchy marketing strategy has been popularly used since the 1900’s and is still not decreasing in use. In recent years many advertising companies have adopted this strategy and now not only women but men are being sexually objectified to promote products. Rosalind Gill states “Perhaps the strongest case of gender reversals can be made in relation to adverts which use sexualised imagery. At one level, the mere fact that men's bodies are now routinely shown in a sexually objectified manner constitutes a kind of reversal

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