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Sex In Advertisement Analysis

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It is one of the most popular way to capture attention is the usage of explicit content. Research has shown different views of using sex in advertisements. The term “sex sells” still stands still. Undoubtedly, sex in advertising captures attention. “Seducing” consumers puts the message across the fastest (Aletti, 2005). Aletti (2005) identifies ads from Calvin Klein can be distinguished easily rather than ads from Burberry. Even though Burberry’s ads are targeted to a specific group of consumers, Calvin Klein underwear ads are attention grabbing and would be imprinted in viewer’s memory for a longer time. Sengupta and Dahl (2008) studied the differences in reactions between the perspective in men and women towards the usage of sex and explicit imagery in advertisements. It is concluded that men tend to have a positive attitudes towards the use of sex in advertising. However, women have an opposite reaction to them. In one of the experiment that Sengupta and Dahl (2008) did, women’s attitude towards sex in advertisements improved when a committed relationship is portrayed. Instead of casual and recreational sex. Men prefers to have an advertisements with a sexual content. Women tend an emotional attachment towards sex whereas men focuses on the physical detail towards …show more content…

Models in advertisements are bodies of work and are not portraying positive messages to the public. Even though having a lanky pretty model is usually necessary, young girls minds are influenced by the imagery and are easily influenced by it. Inclusion of uncommon models such as using real women and plus-sized models are backfired. Biblography
Aletti, Vince, 'Erotic Wonderland ', Modern Painters, 2005, 32-35

Dahl, Darren W., Jaideep Sengupta, and Kathleen D. Vohs, 'Sex In Advertising: Gender Differences And The Role Of Relationship Commitment ', Journal of Consumer Research, 36 (2009), 215-231

Dwyer, Angela, 'Disorder Or Delight? Towards A New Account Of The Fashion Model Body ', Fashion Theory: The Journal of Dress, Body & Culture, 8 (2004), 405-423

Johnston, Josée, and Judith Taylor, 'Feminist Consumerism And Fat Activists: A Comparative Study Of Grassroots Activism And The Dove Real Beauty Campaign ', Signs, 33 (2008), 941-966

Soley-Beltran, Patrícia, 'Aesthetic (Dis)Orders: Styling Principles In Fashion Modelling ', Critical Studies in Fashion and Beauty, 2 (2011), 185-205

TED Talks, Cameron Russell: Looks Aren 't Everything. Believe Me, I 'm A Model., 2013 <https://www.youtube.com/watch?v=KM4Xe6Dlp0Y> [accessed 16 January

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