Реферат: Sex In Advertising Essay Research Paper Sex

girl, boy meets boy, boy meet self”. That’s merely the most striking example of

a vast range of jeans, lingerie and cosmetics ads that once would have been

relegated to Playboy or Penthouse, but now are appearing in upscale mainstream

publications ( Baltimore Sun, pg 3g).

Toy manufacturers are also capitalizing on the use of sex to sell

products. Video games, which have a largley teenage male following, use graphic

and sexually stimulating graphics to portray their female characters. Lude

advertisements such as “Engage in thousands of exciting relationships with total

strangers without wearing anything made of latex” (NEXT Generation, pg 72), and

“Sometimes having a killer body just isn’t enough, you’ll need tough studs and

big bolts” (NEXT Generation, pg 91) appeal to their adolescent fantasies.

There are people who consider this form of advertisment to be in poor taste

because of the advertising techniques. They oppose advertisements with sexual

overtones and advertisements with adult content that appear in media available

to and directed toward children (Advertising, pg 67). Even the foreign market

of developing countries such as war torn Cambodia are being flooded with the

promise of the good life. Beer commercials in Cambodia show fit young men

leaping and sprinting while promises of physical and intellectual prowess flash

on the television screen. In one popular spot, a man cracks an egg into his

beer, and the yoke transforms into a woman, he drinks down the attractive brew

with a slurp ( Yahoo! News, yahoo.com/headlines/961129).

The Spanish government introduced legislation in April, 1986 to ban

misleading, unfair, or irrational advertising. The bill would also regulate the

use of testimonials, comparative advertising, and the material that is offensive

to the dignity of women or fails to respect the rights of children. ( Edward

Mark Mazze, Britannica Annual 1989, pg 265). The United States has no such

legislation, except for strict laws against child pornography. An attempt to

introduce such legislation would be met with stern opposition from the corporate

world, whose industries profit from such advertising. Advertising agencies have