Nowadays, sex appeals seem able to capture the attention of
the consumer, which is one of the main goals of advertising; sex can be
displayed in advertising in many forms. The most common appearance is the
models wear the sexy or revealing clothing. For example, Madonna just released her first fragrance advertisement and
statement, true or dare. However, the response of this advertisement and
statement was not good. Most of the people are unhappy with this advertisement
because of the display of this advertisement.
Besides that, the Disney-owned ABC network in the States rapidly found problem with
the amount of cleavage she was displaying and banned the ad until the creators
agreed to a re-edit.
Sexual appeals already become a part of marketing since the
introduction of modern advertising. This mean the technique often used in
combination of bandwagon mentality with repetition, or alleged subconscious messages.
According to Daniel Korn (2006), the use
of sex appeals can use to increasingly
popular to sell products, namely those
that are image-based, such as liquor,
jewelry, cosmetics and, especially fragrance. E. Chinen, K. Karnicky, C. Lee,
R. Mitchell, S. Varner, (2004) said that there are many cases that fragrance
company use sexual as their advertisement and because of this the issue of
ethics arises ,so this issue must be discussed.
Sources: http://qmt323e.wikispaces.com/file/view/perfume-757275.jpg
On
the other hand, female always appear and sometimes without men in the fragrance
advertisement. Women were also always presented in sexy situation in the
fragrance advertisement. In contrast,
male were always difficult to displayed the same pose as women presented in the
fragrance advertisement. Furthermore, women displayed sexy in advertisement
sometime is irrelevant and unnecessary.
Sources: http://nadinejolie.com/blog/wp-content/uploads/2011/03/Keira-Knightley-Chanel-Coco-Mademoiselle.jpg
Sources: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFi96nEDNr2f9umKhzK1TrYTXj73pRxNZTsxyGknMDCPOe4GaBPi-xM4WREIhE5T5qtzBpgQfb8Qx8cUMT41_he6ZBTsc5iTiRgQIf-CeHhQkRobqXKs-E9jgmLazdj7E53bDpPeAtezI/s1600/img097.jpg
Sources: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGELJG3g2xu-vu285a3Jljr-88t__JS0cN0J5VUsiAYIxsFHwRHJqaIDRVNsiz7DuahR30r0jsHav_Y3HpdZvDWrXJnKj9tRF5s2f_4FxF2ttVivj0sbaF-48inMf2IBLnfGSBXskpbcI/s1600/img100.jpg
In
the conclusion, sexuality seems inevitable in advertising; the question of ‘is
it ethical’ arises. Sexual advertisement will make people feeling it
is unethical and unhappy because sometimes this kind of advertisement will give
a wrong message or information to audience. Besides that, these sexual advertisements
make the audience feel poor, embarrassed and bad impressions to the models.
Reference
- Manfred Milinski,Claus Wedekind, 2000, Evidence for MHC-correlated perfume preferences in humans, viewed 7 June, 2012, http://beheco.oxfordjournals.org/content/12/2/140.full
- Daniel Korn, 2006, Ethical Judgments of Sexual Appeals in Advertising Image - Based Products to Teens, viewed 7 June 2012, http://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1005&context=srhonorsprog
- E. Chinen, K. Karnicky, C. Lee, R. Mitchell, S. Varner, 2004, The Ethical Issues Of Using Sex In Advertising, viewed 7 June 2012, http://faculty.pepperdine.edu/kwaters/FYSeminar/case%20study%20example%201.htm
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