Реферат: Sex In Advertising Essay Research Paper Sex

Sex In Advertising Essay, Research Paper

Sex in Advertising

Brett Denita Baskin

Mr. Blair

World lit 122 – A

December 2, 1996

The use of sex in advertising has become a major selling method in the

society we live in today. It began sixty years ago when a beautiful young woman

introduced the first windproof lighter and a new wave of advertising emerged -

The Pinup Girl. She advertised everything from lighters to laundry soap. She

even recruited for the U.S. armed forces (Parade Magazine; pg 6). Sexuality in

advertising is now a major area of ethical concern, though surprisingly little

is known about its effects or the norms for it’s use (Baltimore Sun; pg. 1G).

Advertisers use of sex appeals has grown and become widely present throughout

the U.S. and really most of the world, but it has never really been clear the

line between offensive and effective advertising. Over the last couple of years,

commercial content, like programming, has gone through a significant maturing

process. Sex has become a driving force. NBC’s vice president for advertising

standards, Rick Gitter, acknowledged that the 1990’s reality can’t be denied

(Baltimore Sun; pg. 1G).

Ann Klein’s company’s ads are some of the most striking ads that are

carried in the main stream media. They have received only a few negative

letters, but they’ve drawn a huge amount of attention (Baltimore Sun; pg. 2G).

“We wanted the women to say, ‘Hey,’ and we have gotten a fantastic response,”

there’s a fine line between doing something new, different and interesting, and

angering your customer with offensive commercials that spoil their commercial

intent. An Ann Klein spot that showed a man kissing a woman and beginning to

unbutton her shirt, was not allowed to air by wary network censors, recalled

company vice president Nancy Lueck (Baltimore Sun; pg 2G). Calvin Klein, an

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