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 and exploitative use and portrayal of women in such kinds of advertising.

The explanation is clear. Sex easily sells to men. This world is undeniably a patriarchal world. All points eventually converge towards the convenience and satisfaction of men. Men look at women more in their physical form. Hence, there is a preponderance of ads showing women’s form, aimed at provoking man’s sexual instinct. Advertisers know too well that this kind of strategy connects at the soonest possible time because the intended recipient of the message readily connects to his sexual instinct. What women may consider prurient can actually just be a matter of instinct for men.

Advertising is also, more often than not, served up to the male sector. Again, this is a marketing consideration. Males have a better and higher purchasing power than women. They also have the deciding factor in expenditures because they are the general holders of incomes, more than women are.

Therefore, the issue of sex appeal in advertising should be seen in the light of its function – that of being a marketing communications tool. If viewed in this regard, one can readily conclude that sex appeal advertising has been one of the most successful marketing communication strategies ever known on this planet.

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Via InventorSpot