Newspapers of America. This amount has almost certainly gone dramatically upwards for many reasons, such as the use of big named celebrities sign advertising contracts to endorse certain products. These companies realize that big name celebrities in their advertisements will gain major profits. For the most part women are dominating the advertising industry, and most of the advertisements involve sex appeal.
             Men have been the designated target of sexually provocative advertisements and generally the products are designed for women. According to Norman Solomon, "Another sort of Political Correctness- what might be called patriarchal correctness- continues to flourish today as a media mainstay..." (Solomon). This view is a good indication of why women are subjected to be the main icons in the overtly sexual type of advertisements. Men enjoy looking at beautiful women, and men have stronger sexual urges than women, so sexual advertisements can be used more effectively on men. A good example of the use of sex to endorse a product is Victoria's Secret. They use busty women who pose wearing lingerie in their ads, which appeal to men. But the funny thing is that most men do not buy women's underwear on a regular basis. Women should be the target audience because they are the ones wearing their
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