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Sex In Advertising
Brett Denita Baskin Mr. Blair World lit 122 - A December 2, 1996 The use of sex in advertising has become a major selling method in the society we live in today. It began sixty years ago when a beautiful young woman introduced the first 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. armed forces (Parade Magazine; pg 6). Sexuality in advertising is now a major area of ethical concern, though surprisingly little is known about its effects or the norms for it's use (Baltimore Sun; pg. 1G). Advertisers use of sex appeals has grown and become widely present throughout the U.S. and really most of the world, but it has never really been clear the line between offensive and effective advertising. Over the last couple of years, commercial content, like programming, has gone through a significant maturing process. Sex has become a driving force. NBC's vice president for advertising standards, Rick Gitter, acknowledged that the 1990's reality can't be denied (Baltimore Sun; pg. 1G). Ann Klein's company's ads are some of the most striking ads that are carried in the main stream media. They have received only a few negative letters, but they've drawn a huge amount of attention (Baltimore Sun; pg. 2G). "We wanted the women to say, 'Hey,' and we have gotten a fantastic response," there's 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 kissing 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, drew great disgrace and shame earlier this year for some particutl... Please login to view comments from other users.
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