A paper on Sex Appeal in Advertising

Document details
Category: Communications Essay
Subcategory: Business/Organizational Communication
Words: 1815
Pages: 3

Sex appeal in advertising has become an incredibly controversial issue due to its negative effects on childrens self-esteem, body image, manipulation of their young minds into purchasing company products, and lastly the sexual portrayal of children in advertising. It would be a lot easier if there was a clear-cut line between offensive and effective sexual advertisements, but there is not. Such advertisements come from Teen People Magazine, Maxim Magazine, and past Calvin Klein advertisements on the internet, all of which have negative effects on adolescents. Furthermore, advertisements are leading to an unhealthy obsession with good looks and perfect bodies in our youth. The use of sex appeal is causing our society to put an emphasis on appearance and weight, which not only play a role in adults but affects our children as well. A prime example of this comes from a popular advertisement in a June 2002 advertisement in Teen People Magazine. The advertisement was for a Jersey dress. The advertisement pictured a tall, beautiful, blonde model, with an incredible figure. The blonde model was wearing the skimpy dress walking through one baby blue door and into another. The small caption in the advertisement read, Make a Showstopping Entrance and Exit and then some minor details about the dress. The main idea of the advertisement is that in order to be the center of attention a person must either look like the young, thin, beautiful model, or attempt to by purchasing the dress. It is the consumers choice whether or not they too want to be a Showstopper. Also, the advertisement gives females the fantasy of looking as attractive as the woman in the ad just by purchasing the jersey dress. Advertisements such as this, read by many teenage girls, give them the idea that in order to be noticed and popular they have to be as attractive and thin as the woman in the advertisement. According to Jib Fowles article Advertisings Fifteen Basic...

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