Sex in Advertisements
The message in the advertisement boils down to the use of beautiful men or women being portrayed using the product or service that is being promoted. The target market is women who can relate with the product being sold and they would of course want to be beautiful and ‘sexy” as the woman on in the advertisement. You can tell that the advertisement’s major target is women because they are the major users of household products. The advertisement is somewhat misleading because it creates an impression that a woman can appear as beautiful as the woman portrayed on the advertisement if they start and continue using the product portrayed on the image (Business insider 1). The use of a beautiful and highly referenced woman makes the product attractive to users because even when they share information with their friends and colleagues, they can easily reference the famous individual that has been used in the advertisement.
The use of sex in advertising is still a controversial issue because of the sensitive issue of the topic. Sex based advertisement exude an appeal that is far from the product or service being used, but makes individuals feel like they would be more attractive if they used the product or service that is being advertised (Kalyanaraman, Redding & Steele, 1). Different countries have different levels of freedom and use of expression as far as sex advertising is concerned. In developed nations such as the United States and Europe, advertising is more liberal and use of images that are considered “sexy” is common. In developing nations such as Asian and African nations, use of “sexy” images might cause uproar as some individuals and groups in the country protest to inappropriateness. Sex and its discussion and portrayal might be considered as a taboo in some countries in the world.
Business Insider. Marilyn Munroe advertisement “selling” household item. Jon-Joy’s (circa
1958). Web. 2012. Accessed November 11, 2014 from
Kalyanaraman, Sriram, Michael Redding & Jason Steele. Sexual Suggestiveness in online ads:
Effects of objectification on Opposite genders. Mexico. 2000. Web. Accessed November 11, 2014 from