THE ETHICS OF SEX IN ADVERTISING

Sex in advertising is becoming as common place as beer at a cookout. But with more brands turning to shock advertising, critics are wondering how far it will go.

INNUENDO ADVERTISING:

http://notaverbum.com

Sexy commercials are usually harmless and even entertaining. Sexual advertising does not have to be blatantly thrown out at you, there are a number of advertisements with innuendos which although might not be understood by the kids, are certainly understood by the adults in the house.

THE ETHICS QUESTION:

So when is it not okay to use sex in advertising? When are ethics and values more important than shock and pushing the limits? Because ethics are morals usually based on cultural and religious ideologies, this isn’t an easy question. The limitations that should be made in one country are not necessarily the same as the limitations in another. Take condoms for example.

Above is one of the funniest banned commercials I have seen. It features a guy in the grocery store with his tantrum throwing child. The child is screaming for more sweets and throwing things off the shelves, much to the dismay of the child’s father and the other customers. The end of the commercial says simply “use condoms”. This commercial was banned.

However, this next condom commercial is more sexually explicit and involves sexually active teens getting caught by the parents and is okay to air in Argentina.

However, this next condom commercial is more sexually explicit and involves sexually active teens getting caught by the parents and is okay to air in Argentina.

If this were the worst we had to offer in the world of advertising, I would think we were living in a Disney film. but it's not. Advocates are in an uproar about the objectification of women and no where is it more obvious than in the fashion industry.

VICTIMIZATION ADVERTISING:

William M. O'Barr, Professor of Cultural Anthropology at Duke University, says "It almost seems anything goes when it comes to fashion" In an ADText excerpt entitled simply "Sex and Advertising." Some fashion ads push past the line with depictions of rape, violence and even murder.

Ethics are definitely personal and advertisers tend to push the envelope as far as they can, thinking sex plus nudity equal better sales. Sometimes it does and sometimes it doesn’t. I wouldn't be more inclined to purchase a toaster being sold by a naked woman than I would a bottle of beer. Still, there is no doubt sex is effective in getting peoples attention, even if the ethics aren't agreeable.