Sex appeal in advertising is really a gender linked appeal. That is why much of the ethical debate revolves around the hue and cry of the female sector and the concerned groups that champion the cause of gender insensitivity and gender inequality. The campaign against sex appeal advertising is really a campaign against the discriminatory [...]

Much of the problem posed by sex appeal advertising as a marketing communications strategy is that it serves a sector (male) at the expense of another sector (female). Because it is powerful and effective, marketers would do well to give consideration to the disadvantaged and offended sector. Marketers should never forget the primordial function of [...]

Sex appeal advertising has been loosely controlled, much to the disappointment of moralists. The issue is not so much the ethical dilemma it poses but rather the careful application, sensitivity, selectivity, and sense of responsibility that marketers should have. If sex appeal advertising is taken as an issue of communication rather than an ethical debate, [...]