They use the societal stereotypes of gender sexuality and manipulate them in order to succeed with their goal of attracting consumers. Explicit use of sexuality in advertising builds on the premise that people are curious about sexuality, as marketing experience has concluded that it does indeed benefit the sales of particular products. When open sexuality is used in advertising, certain values and outlooks towards sex are subconsciously ‘sold’ along with the product. Depending on the message that is being portrayed in the ad, the underlying theme meant to be displayed will be different thus causing diverse audience reactions. An example of this would be how fashion designer Calvin Klein built an empire on sex, managing to communicate different meanings through each individual ad.
Through centuries the man and women battle have been real about who have more power in the society. This is one way to tells the women: I’m in control of your image and I will take advantage. Women are sexually exploited in the media because man is in power. The power of advertising lies in persuasion and its ability to influence people’s behavior. This ability has been enhanced by globalization.
Having the capabilities of television advertising catapulted the sexual content of advertisements. Commercials on network television caused the sex revolution of the 1960s and 70s. This time period was labeled the sex revolution because the extreme increase in sexual content in commercials changed the strategies of marketers forever. They turned their focus to whatever caught the consumers attention, which was sex and nudity. Television commercials also brought celebrities into sex advertising.
Since her debut album in 1982 her music has presented us with sexual undertones. Madonna was the first in a long line of pop artists who have used sex as a way to convey a message. She brought about change to the entire landscape of music paving the way for Britney, Christina, and Lady GaGa. There is no question that Madonna has played huge role in America’s fascination with sex, but this issue is deeper than her. Is this sexual revolution simply women wanting the same sexual freedom as men?
Femininity and masculinity according to Goffmann, can be ‘conveyed fleetingly in any social situation and yet [is] something which strikes at the most basic characteristics of the individual’ (Dyer, 2002: p.98). ‘Advertising seems to be obsessed with gender and sexuality’ (Jhally, 1990, p.135). This is because gender is in human form, it’s either we are male or female, so it is important to identify with who we are, before we can relate to the advertisement. Along with realizing which gender we are, it comes with the traits each gender represent. Celebrities are sometimes associated with brands
Dehumanizing Women in Advertising Advertisements are put in place to entice the consumer into spending their money on something more often than not, useless. Whether it is a new vacation spot or a cashmere sweater at an over-priced department store, the object of the campaign is to appeal to the general population. When researchers analyzed techniques in advertising, they found a significant pattern that parallels an overwhelming phenomenon around the world; the objectification of women. Although it is not as obvious as the pornography industry, advertising uses women as a mere display case for the product, over-highlighting the physical attributes that appeal to men. In a perfume ad released by Calvin Klein recently, a young woman was posed nude on a couch, seducing the camera, and the perfume bottle was tucked away nearly out the frame.
From the bells and rockets in Deep Throat symbolizing sex, now in these films we actually have sex stand for something. In Anatomy of Hell, it serves as the means to the shattering of the gay male's ego via the intense display of female sexuality. In 9 Songs, it is a manifestation of a man's longing and possible melancholia. In Shortbus' post-9/11 backdrop of anxiety among NYC's inhabitants, going into Shortbus and having uninhibited sex serves to soothe the characters' existential angst, as something to make them feel more sure of being
A research by Taylor and Francis (2000) establishes that young men seeing such advertisements start viewing women as a means to vent out their sexual aggression leading to rapes and more gender role stereotyping. All these outcomes emphasize the need for raising awareness about the unintended effects on the audiences these advertisements are targeted to. While groups like Advertising Women of New York, GraceNet, and the National Organization of Women have been outspoken and ridiculed use of such ads, research shows a lot more needs to be done. An interesting idea that this knocks on is that if advertisers capitalize on what sells, are these views of showcasing women as sex objects actually a mirror of what the society believes? Does sex in ads principly enhance or hinder advertising processing?
“If you’re a teenage boy and you looked at the advertising, you saw the girl that you want and the guy that you are,” Mr. Vinjamuri said. “What was brilliant about Axe is they said make the girl hunt you based on your smell.” “Girls in Axe advertising will always be a little better-looking than the guys, but the question is to what degree,” said Mr. Kolbusz, of Bartle Bogle Hegarty, adding that the more conventionally handsome actors in the Anarchy ads will still appeal to typical Axe users. “The guys can
If the goal is to obtain a high price for sex, then one might accomplish this either by restricting the supply or by stimulating higher demand. Still, we think some of the evidence points unmistakably toward suppression of female sexuality rather than stimulation of male sexuality. The gossip and bad reputation punishments meted out to sexually loose girls are clearly directed toward female targets. Likewise, the genital surgeries performed on some Islamic girls seem clearly designed to stiﬂe female sexuality rather than to enhance male sexuality, especially because, as we noted, many men in those cultures oppose the practice and prefer genitally intact women. In sum, the social exchange theory can offer a full explanation of the ﬁndings, but the