Sex in Advertising

Paper Summary:

This paper analyzes the presence of sexual content with recognized sexual significance in advertisements. The author provides a short history of sex in advertisements and gives examples of big brand names such as Abercrombie & Fitch and Victoria's Secret, that have employed this tactic of advertising. The author reviews the different forms of research that have been conducted to date in order to determine the relationship of sex advertising and consumer sales. The paper also discusses the need for sexual content in advertising and questions if these advertisements will continue to work. In the conclusion, the author suggests that marketers need to do more research regarding the need for sex in advertising and looks at each instance separately before deciding what type of advertisement will best meet their objectives.

Outline:
Chapter One
Context Of The Problem
Problem Statement
Research Questions
Organization Of The Study
Significance of Report
Chapter II
Literature Review
Summary
Effectiveness
Arousal
Attitude
Brand
Behavior
Using Sex in Advertising
Attractive women Commentators
Attractive Women Add-ons
Changing of Mores
Future Mores
Burn Out
Conclusion
References Cited

From the Paper:

"Regardless of the time of day, advertisements that have some type of sexual message can be seen (on the children's networks, they are gender related). The Super Bowl is known for its testing of advertisements, and due to the male predominance of the football audience, many of the commercials feature beautiful women in bikinis. Although in the past ads for women usually pushed how a product could improve her looks, lately there have been commercials that show very handsome men seducing women. (Naturally, the question is raised whether future advertisements will target gays. One commercial recently aired showed two women kissing.)"

Sample of Sources Used:

• Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 24, 538-555.
• Belch, M. A., Holgerson, B. E., Belch, G. E., & Koppman, J. (1981). Psychophysical and cognitive responses to sex in advertising. In A. Mitchell (Ed.), Advances in consumer research (pp. 424-427). Ann Arbor, MI: Association for Consumer Research.
• Bello, D. C., Pitts, P E., & Etzel, M. J. (1983). The communication effects of controversial sexual content in television programs and commercials. Journal of Advertising, 12(3), 32-42.
• Baudrillard,. J. (1993) 'The Evil Demon of Images and Precession of Simulacra' in Docherty Thomas (ed.) Postmodernism: A Reader London: Harvester Wheatsheaf
• Chilton, D. (2000) Sexing it up. Marketing Magazine. 105(49): 13

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