Sex in Advertising

        The use of charge in advertising has become a study selling

method in the society we live in today. It began cardinal years ago

when a beautiful young woman introduced the outgrowth windproof lighter

and a new wave of advertising emerged - The Pinup Girl. She

advertised everything from lighters to laundry soap. She even

recruited for the U.S. arm forces (Parade Magazine; pg 6).

Sexuality in advertising is now a major area of ethical concern,

though surprisingly little is known more or less its effects or the norms for

its use (Baltimore Sun; pg. 1G). Advertisers use of sex appeals

has grown and become widely present throughout the U.S. and

really some of the world, but it has never really been clear the line

between offensive and powerful advertising. Over the last couple

of years, commercial content, like programming, has gone through

a material maturing process. Sex has become a driving force.

NBCs vice chairperson for advertising standards, Rick Gitter,

acknowledged that the 1990s reality cant be denied (Baltimore

Sun; pg. 1G).

Ann Kleins beau mondes ads are some of the most striking ads

that are carried in the main pour out media. They redeem received

only a few negative letters, but theyve move a huge amount of

attention (Baltimore Sun; pg. 2G).



We wanted the women to say,

Hey, and we have gotten a fantastic response, theres a fine line

between doing something new, different and interesting, and

angering your customer with offensive commercials that spoil their

commercial intent. An Ann Klein spot that showed a man cuddling a

woman and beginning to unbutton her shirt, was not allowed to air

by wary network censors, recalled company vice president Nancy

Lueck (Baltimore Sun; pg 2G). Calvin Klein, an American clothing

manufacturer that courts the glamorous young, move great disgrace

and shame earlier...

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