The purpose of advertising is to convince people that products are useful to them in terms of function, comfort, convenience, status, self-esteem, etc. Advertising is the showcase by which to tell the markets of these benefits that they can have from using the particular products. Advertising becomes successful when people agree with what they see and hear, and then decide to buy the products shown.
The nature of advertising is that it must do its job very quickly. There is in advertising the elements of first glance, first impression, and first recall. All these have to be achieved within the very short time span that advertising conquers the minds of audiences and markets. Advertising does not have the leisure of going into detailed explanation.
The quickest way to communicate is to appeal to a basic human instinct. Sexually oriented advertising addresses this communication strategy. In almost all products, there is a huge possibility to make a sexual connection.
This is how sex appeal advertising should be regarded – within the context of marketing communications. If audiences see it as such, the ethical debate will most likely wane. If companies and advertisers see it that way, too, they would be more responsible as to keep this kind of advertising well within the purview of their product’s target markets.
Via cyberpat
