SEX AND ADVERTISING
MALE PERCEPTION
ADVERTISEMENTS,
ADOLESCENTS & SEX
Media portrayals of the ideal man have changed overtime and are being marketed to men in increasingly exaggerated forms through magazines and TV (Hobza, Walker, Yakushko, & Peugh, 2007).
We are currently seeing the ideal man being portrayed as muscular, wealthy, distinguished, and confident. This has even extended into eating disorders, excessive exercise, body dysmorphia, and steroid use (Hobza, Walker, Yakushko, & Peugh, 2007).
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We are seeing adolescents being increasingly exposed to sexual content in the media and advertisements. During this formative period, such exposure could affect their perception and understanding of gender roles, sexual attitudes, and sexual behaviours.
This is largely evident in the Western hemisphere where we see the highest teen pregnancy rate and 25% of these teens have had a Sexually Transmitted Infection (STI) (Fleming, 1996).
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INCREASING ACTS OF VIOLENCE / AGGRESSION
In recent times, it has been noticed that the number of sexual violence/ aggression cases, i.e. rape and gang rape have been increasing as a result of an increase in advertisements suggesting sexual violence.
A study carried out proved that there is a direct relationship between the two. Advertisements today suggest that women actually derive pleasure from these “acts”, hence justifying the rationale behind sexual violence. This can be seen largely in clothing advertisements in major brands such as Calvin Klein and Dolce & Gabana.
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Women are being used increasingly to promote different products mainly to entice consumers to be interested in the product. This includes women dressing and posing seductively, irrespective of the relation women have
to the object. Leading psychologists found that this has had major impacts on all women, leading to problems such as women feeling inadequate or less beautiful due to a social “image” of the perfect woman being created. Also, there has been a stereotyping of women who are sexualized in the
media as “dumb”. This also leads to likely problems such as psychological disorders and lack of confidence.
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OBJECTIFICATION OF
WOMEN
Advertisers often emphasize sexuality and the importance
of physical attractiveness in an attempt to sell products, but
researchers are concerned that this places undue pressure on women and men to focus on their appearance. Advertisers often emphasize sexuality and the importance of physical attractiveness in an attempt to sell products, but researchers are concerned that this places undue pressure on women and men to focus on their appearance. Even though advertisements and eating disorders do not have a direct relationship, the three-step process has been
elaborated on below. Due to the “image” which is being created, that thin and sexy is in, lots of women are concerned about their body image and weight. This is paving the may to major illnesses such as anorexia and depression.
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BODY IMAGE AND
EATING DISORDER
Even though sex in advertisements has proven to be a great marketing strategy it is important that the ethical implications of these advertisements be considered. For the company, these advertisements could possibly prove unethical on their part and a failure to commit to corporate social responsibility. For the individual, it reduces the confidence that women have in them and in their images, affected by the “social image” that is created and the pressure to live up to it. For society, these advertisements are seen as being the cause for large-scale social change such as increased pre-marital sex, rape cases, sex crimes, etc.
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ETHICAL IMPLICATIONS
IMPLICATIONS