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 American clothing
manufacturer that courts the glamorous...