Purpose Of Sex In Advertising

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Register to read the introduction… Advertising is simply a method of persuasive communication that seeks to establish attentiveness and knowledge of a brand which is directed to a specific target audience (Reichert 243). Advertisers strive to make the audience feel as though they are lacking something in their lives. They attempt to make a target audience feel that by using their product that their sense of lacking will vanish. It has been said that providing advertisements that evoke a feel good feeling or a feeling of desire to an audience will help that audience remember the ad later. The use of sex in advertising is a persuasive tool used to sell these branded goods and services. (Reichert 243) Studies show that using sex as a tool in advertising has assisted sales (Parker and Furnham 1218).This is because of the relationship created by advertising companies between the product and what it means to have that product. The assumption is that by purchasing the product containing sexual content will satisfy them sexually in some way. Another cause of this type of advertising to be successful is due to what we value as a culture and our acceptance of sex in advertisements. For an advertisement to be successful, advertisers must pay attention to technology, current events, social and cultural values, and how those values change (Sturken and Cartwright 275). Our culture supports sex in advertisements by purchasing products, deeming it as an acceptable form of marketing. If they did not purchase those products then advertisers would not use such tools because their sales would drop. We as a culture are reinforcing the idea that sex in ads is acceptable by purchasing products in which ads contain sexual content or …show more content…
Many people view some of the provocative ads as offensive, sexist, and objectifying women. Women have been fighting for equal rights for hundreds of years. Although the Equal Rights Amendment has been a step in the right direction, women still feel the struggle to be viewed as equals among men. Many women feel that how they are represented in advertisements targeting men, including alcohol ads, is offensive, discriminatory, and degrading. We all know that most women are not the thin, busty, model types we see in these alcohol ads. Furthermore many of these ads portray men in dominant positions over women. This objectification of women promotes an unhealthy self-image for women all over the world. Jacobs and Tyree conducted a study in which they found that alcohol ads in magazines from South Africa used anti-feminist methods that not only supported drinking patterns but also preserved current stereotypes of what it means to be a woman (5788). There is a constant pressure in our society to live up to the standards of women portrayed in these sexy ads. Being that many of us are not naturally built as media tells us we should be, this causes us to feel as though we don’t meet the standard society has set. Depending on our confidence levels however, we may view some ads as more offensive than others. Reichert and Fosu find that women with a more positive self-image view sexy ads as less negative than those women who have a lower self-image. Those women with a more positive self-image also showed more of an interest to purchase the product promoted by the sexy ad (143). But what about women who have a low self-image? If ads continue to portray women as only being able to obtain a man’s attention by being thin and busty how are those women with low self-confidence supposed to obtain a better self-image? Confidence was also affected in ads portraying women of different ages. Many of the women we see in these alcohol ads are depicted to be

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