Sex appeal is the “use of sexual themes that appeal to a person’s desire to be attractive,” according to the article “Advertising” in the 1999 World Book encyclopedia (Robertson, p.1)
Since advertising is a big business, advertisers may not keep any ethics or morality while producing or displaying advertisements in either electronic or print medias. They always try to incorporate or blend materials or themes which may catch the attention of the public as soon as the advertisement is displayed on certain channels or medias. When advertisers think about an eye catching theme, most of the times, they will give preferences to sex related themes.
Sex is associated with many of the current advertisements in different ways. Most of the beauty products currently available in the market are backed with advertisements which contain sexual themes. In most of the cases, advertisers exploit the female body, its shape, appearance and looks for exploiting the feelings of consumers. Advertisers know very well that sex is an unavoidable feeling of all the people irrespective of the differences in gender, age or culture. Even though advertisers have tasted lot of success in promoting their products and services with the help of ads with sexual contents, some of the recent studies have shown that it is adversely affecting society’s perception of beauty....
Children during their early developmental stages may not possess the ability to segregate between good and evil. Moreover, children also possess intrinsic thirst for sexual activities even though it may not be visible or identifiable to others. When a sex provoking advertisement is displayed in front of the children, they are getting a new knowledge or a wrong message which they will keep in their mind forever. For example, bedroom scenes are common in the advertisements of condoms and beauty products. These advertisements often portray males as the symbol of strength or stamina and females as the symbol of beauty or figure. Children watching these advertisements may develop a feeling that only stronger men and beautiful women are capable of enjoying sexual life. In their 2002 thesis, “Effects of Sex in the Media,” scholars Richard J. Harris and Christina L. Scott address the effect of visual cultures whose morals are affected by this advertising. They say a worldview that progressively reflects the perception of the media may be refined by repeated contact to a regular set of messages. As an example, they say “watching numerous sitcoms and movies showing teenagers being sexually active may cultivate acceptance of such a position in the viewer and thus weaken family- taught values against pre-marital sex.” So, the viewing of sexual images in advertising also distorts the moral values of teenagers, maybe even to the point of rebellion against the values their family taught them (Robertson, p.2) “Sex is used in commercials to sell everything from beer to shampoo to cars. New research is showing that teenagers' exposure to sexual content in the media may be responsible for earlier onset of sexual intercourse or other