How sex and advertisement affect our society Essay Example

  • Category:
    Sociology
  • Document type:
    Essay
  • Level:
    Undergraduate
  • Page:
    4
  • Words:
    2307

11SEX AND ADVERTISEMENT

How sex and advertisement affect our society

How sex and advertisement affect our society.

Introduction

The source of communication process is a communicator; it could be advertiser, sales person or sales promoter, who has a view of a particular product to share with the customer. The sender must have a clear view or idea of what he wants to present to the clients in order to create product awareness and brand loyalty (Carstarphen & Zavoina, 1999). It is believed that the outcome on the receiver matches the communicator main objective and it would result to a positive feedback as there would be product awareness and more sales realised. Advertising media is up to task to choose on the best media suitable for the task ahead. Every commercial seem to embrace soft- pornography to appeal to its’ customers (Carstarphen & Zavoina, 1999). The advertisement involves semi — nude models who flaunt their sexy bodies in order to acquire market their product. Sexy advertisements are not only on televisions but also on print media, billboards and internet. This has made sex to become a visible aspect of our culture ranging from commercial about sports, electronics, clothes and even food. Today, approximately 59% of every home has a television set and connected to internet, but since children spend a better part of time watching favourite programs, their sexuality is negatively affected (Chrisler & McCreary, 2010). Children usually want to practise whatever they view; therefore, they try to live a life similar to the models put on clothes similar to those on the commercials. People who love sexy adverts would buy products thinking their life or state of being would change (Lenore, 2008). The main objective of this paper is to assess the effects of sexually appealing advertisements on the lives of both men and women and other members of the society (Chrisler & McCreary, 2010).

Cultural aspect in the use of sexual appeal in advertisement

The existence of sexual appeal in advertisement is prevalent in many parts of the world and it is characterised by erotic fantasies. The ethics and moralities of the appeals continue to be challenged much as sexual norms and traditions in general have been contested all through World history. A review of existing research suggests complex relationship between the use of nudity in an advertisement and advertising effectiveness. The research on the use of nudity in the advertisement as an advertising appeal indicates that although nudity may increase appeal, it may also lead to reduction on the appeal (Carstarphen & Zavoina, 1999).

Different religious and values are vital when defining different variables concerning sex and decency in the advertisement. The research claims that Muslim community considers all body display, whether direct or indirect sexual reference as immoral and indecent (Danna, 1992). When it comes to sex and advertisement, there are differences in various countries not only on the appropriate roles played by men and women on the advertisement but also on the clientele attitudes towards sex role (Kamalipour. 2001). Sexual appeals come in different types and consist of a variety of elements and they are observed in visual elements, such as eye — catching models as they show degree of nudity and suggestiveness. Moreover, the research found out that the appeals constitute of suggestive music and that reflection of the element is vital because they may determine whether sex appeal is ethical or unethical (Chrisler & McCreary, 2010).

Decency in sexual appeal

Globally the use of nudity in advertisement has potentially social consequences, especially women as sex objects. Women are seen as sex object in some of the advertisement. However, due to changing status of women in the society, advertisers are changing the way they target and promote women in the advertisement .More women are holding up key positions in the businesses and politics presently and this has positively change their general view in the society (Chrisler & McCreary, 2010).Sometimes people fail to encode message presented to them through advertisement. The research further claims that the more a person pays attention to a television program the less they have for other stimuli (Chrisler & McCreary, 2010).

Sexual appeal directed to youths.

Sex and sexism in advertisement justify further argument as the advertisers target youths to increase their customer base (Chrisler & McCreary, 2010). The effects of sexual content in the advertisement may be heighted for youths in order to impart information on the youths who are also naïve in terms of sexual expression (Barrie, 2004). The research further finds out that the advertisers target the younger population as they penetrate the market hence building a strong foundation for the loyal customers (Olfman, 2009). Moreover, youths can be easily be swayed into buying a product since they hardly have a strong bargaining power. Therefore the advertisers do take advantage of convincing them through sex appealing advertisement, they would evaluate the product, give it a trial and then adopt it. To maintain the youths the advertisers would look into a more sexually appealing advert than the former (Chrisler & McCreary, 2010).

Positive consequences in terms of social gendered power relation

Men’s view

There are numerous assumptions about the importance of using sexually appealing adverts in the promotion of products.Most men feel that it is okay to use the appealing sexual advertisement in a more positive manner, even if it is all the times. They feel that when sex appealing adverts are used in fragrance it is a bit positive than when used on foods (Morris.2006).

Advertisement with erotic appeal changes your attitude towards a brand. Some men pointed out that when an advert is sexually appealing would trigger them to pay more attention on the advert, this would result into a positive change of attitude towards the product (Chrisler & McCreary, 2010). The result would be that more of that good are bought because of the influence imparted on the buyer. However, others felt that they would rather change their attitude if they find out that the advertisement is not relevant to the product, though it would be inconsequential because you may have power to change attitude but you cannot have power to change buying power (Chrisler & McCreary, 2010).

There are also assumptions concerning the models used in the process of adverting. Men argued that the models in the advertisements are thin and good-looking. The models are up to a standard of what considered as good looking. An advertisement with beautiful model changes perception of your own beauty. Men argued that the perception about your beauty would be very different as also their self-confidence. Men would take longer time in gym to shape up their muscles to compare to the famous model appearing in the advertisement. They would spend more money to buy the products that would make them develop the figures of the models

Advertisements with beautiful models changes an individual’s comparison standard for physical attractiveness. Most men believed that their standard of measure would change because they would now compare themselves the ‘beauties of the world’. They now believed that a bar would be raised a notch higher as compared with the normal one and the viewed differently in the society (Pardun, 2009).

Women’s view

The assumption by most men that sexually appealing adverts should be permitted on different media platforms has generated different views among women. The females did not agree with the statement, but they believed that sexual appeals could be used if it had a relevant purpose in the advertisement. They believed that so long as it is used more positively, then it would not matter how many times it has been used (Chrisler & McCreary, 2010).

According to existing studies, women’s opinion toward the assumption that an advertisement with erotic appeal changes your attitude towards a product was divided as the average number of women backed it up (Chrisler & McCreary, 2010). Even though the actions towards a product differed among the students, some claimed that they hardly think about the advertisement as they go shopping. However, more women claimed that they if an advertisement is bad and corny, they would drop the product and buy a similar product. This is because various qualities of the product would be enlightened and this would aid in changing customer’s mind into buying the rival product (Shimp &Andrew 2013).

Concerning the concept of whether models in an advertisement were exceptionally beautiful, women believed that in case the advertisement was not beautiful people will hardly pay attention to it. They agreed that when an advertisement is associated with overweight people do not link it with sex. Bearing in mind that companies would want their product to hit the optimum sales, they would rather use models that are more beautiful in order to appeal to a large mass (Chrisler & McCreary, 2010).

. This finding on whether an advertisement with a beautiful model changes the perception of your own beauty raised mixed reaction as some women argued that they would not change perception how they look when they see a beautiful model. Others argued that indeed they would change perception and build more confidence towards their beauty (Chrisler & McCreary, 2010). It is important to note that women agreed that an advertisement with beautiful models would not change their comparison standard for physical attractiveness would change their perception how their friend looks. This is because they have a personality, which is worth much more. However, they admitted that it would totally change the perception of the people you do not know (Pardun, 2009). It can happen when you meet somebody on the street and compare him or her with a certain celebrity.

Negative consequences in terms of social gender power relation.

Men’s view

On the assumption that there is too much sex in advertising and this limits where it can become indecent, men argued that too much of appealing advertisement was disgusting as men and women would get complex after watching (Lenore, 2008). Children of 11- 12 years would obtain wrong pictures that would taint their mind permanently if action were not taken (Blackwell& Olfman.2009). Concerning whether advertisements are discriminating to men and women, men have pointed out that it was give and take situations as men were supposed to have well- trained stomachs while women were to have well- trimmed bodies. Above all men looked down upon those who were in the advertisements because they believed that minority looked like them (Chrisler & McCreary, 2010).

It is possible to argue that the movement in advertisement can be sexually appealing, considering the fact that, most men have admitted that the moves of the models sexually appealed to the viewers as they usually stick out their breasts and sway their backside. In addition, the advertisements are sexual due to light music and setting. Men have increasingly responded positively that actually music arouses feelings. A neatly decorated lightened room would be keep sexual flame burning.

Women’s view

The women agreed on this opinion and backed their arguments that companies do not gain anything with sexual appeal since everybody has it. Furthermore, they claimed that an advertisement could become indecent when there is nudity in it. Such nudity do not share any relationship with the product or service offered (Chrisler & McCreary, 2010).

Women agree that sexual advertisements are discriminatory in nature considering the fact sexually attractive models are those with slim bodies. Most women claim that relatively fat people are discriminated since slim people will always make sexual appeal in the advertisements than fat people. Moreover, women are portrayed as sex objects compared to men.

Conclusion

Numerous case studies have revealed that sexual appealing advertisement is a common practice in various part of the world to provide consumer erotic appetite. This has led to decay of moral fabric as youths do contrary to the norms of the society, as they want to practise whatever what they view in the television, internet and print media (Blackwell & Olfman, 2009).

The finding has also noted various benefits of appealing advertisement in the society by outlining how advertisement when done in positive manner would optimise sales. It enables the youths develop a positive perception about their own beauty as they appreciate the beauty endowed to them (Miller, 2012).

The images and word can have sexual appeal on the consumer and would be suggestive hence would spoil their minds. The research also found that both men and women would be discriminated, as only men and women with trimmed stomachs and slim bodies respectively would be allowed to do commercials, which are sexually appealing (Egan, 2013). The sexually appealing advertisements also depict women as sex toys.

References

Carstarphen, M. G., & Zavoina, S. C. (1999). Sexual rhetoric: Media perspectives on

sexuality, gender, and identity. Westport, Conn: Greenwood Press.

Chrisler, J. C., & McCreary, D. R. (2010). Handbook of gender research in psychology. New

York: Springer.

Chrisler & McCreary, (2010). Sex in adve.rtising: Perspectives on the erotic appeal.

Mahwah, N.J: Lawrence Erlbaum Associates.

Danna, S. R. (1992). Advertising and popular culture: Studies in variety and versatility.

Bowling Green, Ohio: Bowling Green State University Popular Press.

Egan, D. (2013). Becoming Sexual: A Critical Appraisal of the Sexualization of Girls. John

Wiley & Sons.

G. Barrie, (2004), Media and the Sexualization of Childhood.Routledge.

Kamalipour,Y. (2001). Media ,sex, violence and drugs in the global village. Lanham (u.a):

Rowman & Littlefield.

Olfman, S. (2009). The sexualization of childhood. Westport, Conn: Praeger.

Pardun, C. J. (2009). Advertising and society: Controversies and consequences. Malden, MA

Lenore, D.(2008). Rock Solid Parenting. Xulon Press.

Wiley-Blackwell. Olfman, S. (2009). The sexualization of childhood. Westport, Conn:

Praeger.

Miller, D. (2012). Consumption and its consequences. Cambridge: Polity.

Morris. S, (2006), The Effect of Salon Patronage in Relation to sex Appeal in Print

Advertisements, ProQuest.

Shimp, T & Andrew, C. (2013). Advertising Promotion and Other Aspects of Integrated

Marketing Communication. Cengage Learning