The Ethical Dilemma of Sexual Appeal in Advertising
Justin D. Clegg
Comms 300 Media Law
M. Driessen
The Ethical Dilemma of Sexual Appeal in Advertising
The old adage “sex-sells” is an assumption that has caused an ethical dilemma in a fast moving world filled with media consumers and advertising. The use of sexual appeal in advertising has increased dramatically in the United States within the last decade. Its misuse and pervasiveness surround us every day and elicit powerful emotions by individuals of all ages, both male and female. Sex in advertising has been around for years and continues to drive media messages in society simply because it works. Ads with sexual appeal are more attention getting, arousing and memorable. A single male college student is far more likely to pay attention to an advertisement that carries a “sexy” message in it than one that does not. The purpose of this paper is to respond to the question, “how ethical is it for advertisements to use sexual appeal as a means of marketing and selling consumer goods?” In this research paper, I will discuss the ethical dilemma of sexual appeal in advertising and argue that sex should not sell. Before introducing any type of appeal into an advertisement, it is important to know and evaluate the audience that will be receiving the message. This is the job of the advertising agent. Advertising has a way of drawing people in to entice feelings and motivate them to action and even changes in behavior. Using various approaches of emotion including fear, humor, rationality, scarcity and sex appeal, advertisers ensure that their targeted audience receives their message in the most effective way possible. Whether or not the consumer is aware of the advertiser’s motive, it is sufficient to say that the advertiser keys in on the two basic principles: what they want to say and who they want to say it to. After a target audience has been identified, the agency will decide on what ads to execute. Research has shown that although sexual
Comms 300 Media Law
M. Driessen
The Ethical Dilemma of Sexual Appeal in Advertising
The old adage “sex-sells” is an assumption that has caused an ethical dilemma in a fast moving world filled with media consumers and advertising. The use of sexual appeal in advertising has increased dramatically in the United States within the last decade. Its misuse and pervasiveness surround us every day and elicit powerful emotions by individuals of all ages, both male and female. Sex in advertising has been around for years and continues to drive media messages in society simply because it works. Ads with sexual appeal are more attention getting, arousing and memorable. A single male college student is far more likely to pay attention to an advertisement that carries a “sexy” message in it than one that does not. The purpose of this paper is to respond to the question, “how ethical is it for advertisements to use sexual appeal as a means of marketing and selling consumer goods?” In this research paper, I will discuss the ethical dilemma of sexual appeal in advertising and argue that sex should not sell. Before introducing any type of appeal into an advertisement, it is important to know and evaluate the audience that will be receiving the message. This is the job of the advertising agent. Advertising has a way of drawing people in to entice feelings and motivate them to action and even changes in behavior. Using various approaches of emotion including fear, humor, rationality, scarcity and sex appeal, advertisers ensure that their targeted audience receives their message in the most effective way possible. Whether or not the consumer is aware of the advertiser’s motive, it is sufficient to say that the advertiser keys in on the two basic principles: what they want to say and who they want to say it to. After a target audience has been identified, the agency will decide on what ads to execute. Research has shown that although sexual