The use of sex in advertising has become a major selling method in the
society we live in today. It began sixty years ago when a beautiful young woman
introduced the first windproof lighter and a new wave of advertising emerged -
The Pinup Girl. She advertised everything from lighters to laundry soap. She
even recruited for the U.S. armed forces (Parade Magazine; pg 6). Sexuality in
advertising is now a major area of ethical concern, though surprisingly little
is known about its effects or the norms for it's use (Baltimore Sun; pg. 1G).
Advertisers use of sex appeals has grown and become widely present throughout
the U.S. and really most of the world, but it has never really been clear the
line between offensive and effective advertising. Over the last couple of years,
commercial content, like programming, has gone through a significant maturing
process. Sex has become a driving force. NBC's vice president for advertising
standards, Rick Gitter, acknowledged that the 1990's reality can't be denied
Ann Klein's company's ads are some of the most striking ads that are
carried in the main stream media. They have received only a few negative
letters, but they've drawn a huge amount of attention (Baltimore Sun; pg. 2G).
"We wanted the women to say, 'Hey,' and we have gotten a fantastic response,"
there's a fine line between doing something new, different and interesting, and
angering your customer with offensive commercials that spoil their commercial
intent. An Ann Klein spot that showed a man kissing a woman and beginning to
unbutton her shirt, was not allowed to air by wary network censors, recalled
company vice president Nancy Lueck (Baltimore Sun; pg 2G). Calvin Klein, an
American clothing manufacturer that courts the glamorous young, drew great
disgrace and shame earlier this year for some particutlarly gamine youth who
lolled about wearing their underpants in a re...