Against Sex in Advertising

Many advertisers know the power of using sex in advertising. Sex sells. Pretty female models in bathing suits are used in car ads. Years ago, a pretty blonde woman was in a shaving cream commercial on television urging men to take it all off. Women are used as sex objects more frequently than men.

There is basis in psychological theory to validate the use of sex in ads. One is the theory of classical conditioning. (Weiten, Wayne. 195-196). In advertising, this would pair the product, such as a car, with a stimulus designed to elicit a pleasant emotional response, an attractive woman in order to sell the vehicle.

This is overt advertising.

There is also covert sex in advertising. This uses subliminal techniques, which are supposed to reach the subconscious to sell the product.

The first experiment in the use of these techniques was done at...
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