Overly Sexualised Advertising

Negative Effects of Overly Sexualised Advertisements on Young Girls

Abstract: With the burgeoning of the advertisement industry, there is a presence of exploiting women for their looks to sell a greater quantity of a product. Using over sexualisation and sexism to portray a woman, therefore provoking thoughts of self esteem issues and ruining the confidence of young girls. This study includes the research of academic articles to support the thesis. Also, the analyzation of major perfume companies, is used to support the statement of the negativity in the advertisements affects young girls.
Key words: perfume companies; advertisements; sexualisation; sexism; self esteem; girls
“Of all the evils for which man has made himself responsible,
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Calvin Klein included an abundant amount overly sexualized women. The women in the advertisements rarely had an acceptable amount of clothing, most models were dressed in underwear with an exception of a few wearing dresses. Many of the models were posed in inappropriate positions to sell the product with as much “sex appeal” as possible. Calvin Klein like many of the other companies to follow often had women as accessories to men. Showing women this way has a negative effect on the way girls view sexism as normal. Analyzing the Gucci advertisements many interesting points materialized. Gucci heavily relied on using women as ornaments to men while selling the product to female buyers. By the company achieving this it is sending a message that women cannot do things on their own, but need the help of men to be successful. The models in the advertisements are almost always wearing less than underwear. The company with the worst portrayal of women is Dolce and Gabbana. Dolce and Gabbana suffer from major signs of sexism and over sexualisation. Dolce and Gabbana’s perfume ads have featured in their advertisements almost nude models more than once. The message that this is sending is that it is acceptable for women to be so overly sexualized in public advertisements that are shown all over the world. The models are also shown in overly sexy positions and are framed as ornaments to men. Dolce and Gabbana suffers from major signs of sexism through their advertisements sending the wrong messages to young girls. Certain perfume companies display women in an inaccurate way leading to overly sexualized women and how it can affect young girls into thinking that it is

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