By Florence Er
You often hear the phrase: ‘Sex sells’ used in the mass media space. Although the current advertising space gives a lot of creative freedom for people to market and sell products, there are still companies who produce sexual ads that objectify women for the sake of monetary gain.
Around the era of the 60s women were often depicted as a servant for men in advertising. It was only until the 80s and 90s where there was less prevalence in the occurrence of sexist media. It boils down to gender biases and hierarchies in society, and in this case, the workplace. A study conducted by the University of Georgia found that of the 38% of provocative health and hygiene advertisements that feature models, 31% feature females and 7% feature males. These numbers show that it's more often women that are used exploitatively in order to influence the effect of the advert.
The first ad to use sex. Pearl Tobacco in 1871. Source: Pinterest
With the main goal of these companies being financial gain, it begs the question of whether ‘Sex sells’ is factually true. A study was conducted and published by the International Journal of Advertising showing that although sex provokes, it doesn’t always lead to sales.
Ultimately the adage “sex sells” has permeated the advertising world, its ethical implications merit scrutiny. The historical objectification of women in advertising reflects gender biases. By prioritising authenticity and diversity we can forge a more equitable industry that promotes products based on their features and quality rather than outdated stereotypes.
Works Cited:
Sorrow, April Reese. “Magazine Trends Study Finds Increase in Advertisements Using Sex - UGA Today.” UGA Today, 5 June 2012, news.uga.edu/magazine-trends-study-finds-increase-in-advertisements-using-sex/.
Wirtz, John G., et al. “The Effect of Exposure to Sexual Appeals in Advertisements on Memory, Attitude, and Purchase Intention: A Meta-Analytic Review.” International Journal of Advertising, vol. 37, no. 2, June 2017, pp. 168–98, https://doi.org/10.1080/02650487.2017.1334996.
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