Реферат: Sex In Advertising Essay Research Paper Sex

disgrace and shame earlier this year for some particutlarly gamine youth who

lolled about wearing their underpants in a recent campaign, which the network

censors also withdrew (The Economist pg. 53). “Sexiness, as a component of the

good life, is a staple for advertisers ; Coca Cola decorated its drug store

posters at the turn of the century with beautiful young women whom male drinkers

might hope to date and female drinkers might emulate (The Economist pg. 54).”

One has only to pick up any issue of a fashion magazine and page after page is

filled with advertisements attempting to correlate sex and beauty with the

purchase of their products.

The current flood of sex in advertising is often promoted in terms of

fulfilling erotic fantasies and appetites (D’Emilio and Freeman, 1989).

Consumers want to see more, however the use of such appeals is constantly

contested in terms of ethics and morality, much as sexual norms and morals in

general have been contested throughout both American and world history (The

Journal of Advertising, pg 73). Commercials have become a risque as standards

loosen. Networks, in an effort to compete with cable television, have relaxed

thier censorship standards. Advertising standards have always been defined by

the public’s tolerance and the shifting moods of courts and government agencies.

Even though there are concerns about sex and advertising on the air, on

billboards, and in print, it is more accepted now than ever before. However,

ads dealing with the environment or nutrition are coming under much stricter

contraints. The public has become less sensitive to sexy ads, but increasingly

irate about claims involving food and Mother Earth. “While we will tolerate an

expansion in areas that may offend our prurient interest, we are not prepared to

do that with products that effect our quality of life” said Stuart Lee Friedel,

an attorney with the New York based law firm of Davis & Gilbert, who specializes

in advertising (Baltimore Sun, pg 2G).

Advertisers are helping to fuel an unhealthy obsession. “Women’s

dissatisfaction with their bodies is considerably more prevalent now than a