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Title Name: Course: Professor: Institution: City and State: Date: Abstract The art of advertising is fast changing with the rapid technological changes. The increase in competition for the market by advertiser has not made advertising any easier. This has led to the use of sexuality to increase attention…
This paper, drawing support from the various media theories, tries to explain the social costs of such advertising approach, the responsibility an advertiser ahs to protect the indirect audience and how the advertiser can protect himself from being unethical when advertising. 1. The Social Costs Associated With Sexually Suggestive Advertising Advertising is a paid form of marketing by a sponsor of ideas, products of services. Advertising is an important tool in marketing and branding since it can be used to modify and drive consumer behavior (Gould, 1994). Through advertising an audience can be persuaded, encouraged to buy a product or otherwise manipulated. The essence of advertising is to create a product image through associating the product with certain desirable values. Of late, many advertisers are increasingly using sexuality to sell their products. Many researches that have been conducted have come to the conclusion that the use of sexually suggestive adverts is more effective than the plain one (Reichert, 2002). This has led to advertisers employing this technique even in products that are not related to one’s sexuality just to attract attention. The use of sexually suggestive adverts started a while ago. Only then, the characters used were not as suggestive as those used these days. ...
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