Sex in Advertising

Paper Summary:

The role of sex appeal in advertising is undeniable. Most advertisements nearly cross the line of exploiting the models to advertise a product completely unrelated to the ad. The paper shows that it seems more and more advertisers are following the route of selling sex and hoping that the product somehow weaves its way into the mind of the viewer. The paper concludes that while society has a long way to go before the psychological and sociological impacts of women's portrayal in advertising is cleaned, it is good to see that initial attempts by companies like Nike are already underway. Sex may sell, and this fact may be irrefutable, but with broad-reaching affects reaching critical mass, a shift in the presentation of sex will hopefully change in coming advertisements. The paper shows that women's empowerment will do much to shift the sociological power and will undoubtedly frame a new social standing for female role-models.

From the Paper:

"But sometimes the advertiser does not go so far as to destroy the societal role of women to further advance their product. A print ad by sketchers featuring singer Carrie Underwood shows her in what appears to be a shoe store as she gasps while five attractive 'shoe salesmen' crowd around her, clutching Sketchers brand shoes. There's a clear sociological shift of power depicted in this ad, but it does still play into stereotypes that society possesses. Rather than being a passive object of pleasure, the woman becomes actively pursued by the men in the ad. The power, then, falls to the woman who may then choose which of her pursuers - and, of course, which shoe - she will take. "

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