Amzing Essay of How Human Sexuality is used in Marketing

Essay by prestonHigh School, 11th gradeA+, March 2003

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Sex in Advertising

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...