Advertisers disagree sex appeal has negative affect on teens
Gender differences in student attitudes towards sexual appeals in print advertising. Philippa Klug; Debbie Vigar-Ellis. Sexuality is a widely used appeal in advertising today. The aim of this research was to establish whether or not this form of advertising connects with South African students and whether gender differences existed. A triangulated research design with data collected in focus groups, was used.
Advertising is a form of selling a product to a certain audience which communication is intended to persuade an audience to purchase products, ideals or services whether they want or need them. While advertising can be seen as a way to inform the audience about a certain product or idea it also comes with a cost because the sellers have to find a way to show the seller interest in their product. Unsolicited commercial email and other forms of spam have become so prevalent that they are a major nuisance to internet users, as well as being a financial burden on internet service providers. As a result of these criticisms, the advertising industry has seen low approval rates in surveys and negative cultural portrayals.
The world is dealing with the paradox of choice and manufacturers are going to new lengths to make their product stand out from the lot. This translates to increased expenditure on advertisements and marketing, and innovative ads that are hard to miss. While these advertisements can be informative and help you make an informed choice, they may have certain effects on children and go as far as influence their decisions and even personality, in some cases. Advertising can have both positive as well as negative effects on children based on the content, quality and the presentation of the advertisement.
Which picture strikes you as unusual? Probably the one on the right. Do you find it ridiculous? Images such as on the left objectify women by displaying them with very little to no clothing, and having them pose in a sexually suggestive manner. It is not unusual that women are being sexualized and objectified in advertising.