In an attempt to more fully understand gender and its relationship with advertising, gender positioning research has utilized several approaches (Wolin pp). Past studies have considered gendered advertising and its relationship with different media including print television, radio, and the Internet, while other studies considered the effects of gendered products and brands on the purchase patterns of males and females, and gender as it relates to advertising's effect on consumer behavior (Wolin pp).
Sexuality in advertising is a major area of ethical concern, however, surprisingly little is known about its effects or the norms of its use (Gould pp). The presence of sexual appeals in ads is very pervasive in the United States, and throughout much of the world (Gould pp). Contemporary consumption is often promoted in terms of fulfilling erotic fantasies and appetites, however, the use of such appeals is constantly contested in terms of ethics and morality, much as sexual norms and mores in general have been contested throughout the world (Gould pp). The issue of sexuality in advertising has been called a "soft issue," based in complex subjective and socially-culturally constructed roots and values (Gould pp). Sexual appeals used in ads are of many types and consist of a variety of elements, and are often grounded in visual elements, such as attractive models, and may portray varying degrees of nudity and suggestiveness (Gould pp). However, such appeals may also include suggestive verbal elements, suggestive music and even smells, such as in the "scent strip" advertising (Gould pp). Ads that simply use attractive, sexy models may be problematic for some people, however, consensus seems to be that such ads are acceptable (Gould pp). Research suggests that watching or reading forms of sexually explicit materials that are mixed and fused with violence may lead to negative outcomes, such as sexual violence and hostility toward women, whereas such outcomes are less likely to occur in response to watching nonviolent erotica, however, there also may be positive outcomes from using erotica, such as healthier attitudes toward sex and the release of pent-up sexual energy through nonharmful outlets (Gould pp).
Robert Jensen asserts that cultural aspects of sexuality are a key site...
This phenomenon objectifies women by suggesting (at least implicitly) that only the opinions and sensibilities of the most attractive females, such as the models featured in advertisements, are worthwhile. The mere absence of females of average and less-than-average relative physical attractiveness from commercial advertising conditions everyone in society to ignore women unless they are particularly sexually attractive. Besides being unfair to women who happen not to look like the models
Sexuality in the Hospitality Industry The hospitality industry in the UK is big business, and sexuality is an important part of this business. If we define the hospitality industry as "hotels and a myriad of leisure and catering operations of different kinds" (Mills), then the hospitality industry in the UK brings in around 50 billion pounds each year. This is around 10% of Britain's total consumer expenditure each year. In addition,
Advertising Themes in Turkish Magazines Boxer Magazine is a Turkish language magazine published in Turkey. As the name implies, it is intended to appeal to a predominantly male audience. Naturally, its advertisements present products and services intended to appeal to and be purchased and consumed by Turkish male customers. The following is an analysis of the specific advertisements in the June 2011 issue of Boxer. By contrast, Elele Magazine is a Turkish
The new campaign for Old Spice Swagger portrays rich, successful, attractive males vis-a-vis an old, uglier, less confident version of themselves. The message is simple: without the product, you are that weak, less confident man. The website for Men's Health magazine is less subtle - all the ads feature well-muscled men. Even in products unrelated to physical appearance we see the same paradigm. Budweiser's ad "Lager Lessons" plays exploits
This is related to the need for prominence, which advertisers play on by suggesting that respect is attendant on use of the product. Instead of being looked up to, being looked on is the goal of the need for attention, and then the need for autonomy allows advertisers to suggest freedom is associated with their product. This is also often associated with the need to escape, whether in the company
Likewise, her mannerisms, body positions, movements, facial expressions, makeup, and her attire selected for the commercial reinforce sexuality and physical attractiveness throughout (Gerrig & Zimbardo, 2001). Logos: The appeal to logic takes the form of the only spoken words in the advertisement. The words "sexy," "powerful," and "attitude" are repeated throughout the commercial, uttered in a sexual, breathy female voice. The clear message is that use of the product will increase a
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