Sexual Advertising in Magazines

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Magazines contain many types of print advertising used to sell products in specified target markets. The print advertising in magazines face a controversial issue of whether sexual advertising is offensive to the general public.  Sexual images have been used to sell products for decades.  The question is, is it wrong to use sex as a selling tool? 

The purpose of this site is to explore different advertisements in magazines and their use of sexual content.  The site will provide examples to allow the reader to form their own opinion.  The following page will demonstrate the use of sexual content to sell the product, along with advertisements that do not use sexual content.

Sexual images can be used to appeal to the consumer of almost any product.  Some of the sexual advertisements in magazines are subtle, while others are blatant.  It is clear that sex is a strong appeal to sell certain products, such as fragrance.  The use of sexual advertising is prominent in the advertisements for fragrances such as Escapeand Obsession.  This advertising is directed atmenas well as women.

Products such as shampoo, cosmetics, and toiletries  are advertised by using seductive women. Pantene faced the dilemma of whether or not the ad implied  that the product will make the person using it beautiful "Don't hate me because I'm beautiful". Another example  of sexual advertising using provacative women is panty hose. Other businesses contain controversial issues about their advertising as well, for instance, Calvin Klein.
 
 

Calvin Klein dealt with the issue of using youth in provocative print ads. The ads were eventually pulled due to their content regarding minors.  However, the issue of sexual advertising was under scrutiny as a whole. Sexual advertising is questioned even if it does not use under age models. It is questioned because it is considered degradeing, immoral, or simply offensive.

The use of sexual advertising applies to all forms of print media, does this type of media really need to use sex appeal to sell the product.  Many products do not use sexual advertising to sell.  Products sold by Guess have currently switched their advertising campaign to include photographs of innocence and purity. 

Another well known company,  Nike has beeen one of the top sellling shoe companies in the shoe industry for years without  using sexual advertising. Can companies earn just as much profit with out the use of sexual advertising in magazines? For continuous news about advertising visit Advertising Age on line.