This document summarizes research on the use of sex in advertising. It finds that the use of sex in ads has increased over time, especially for alcohol. While sexual ads attract more male attention, they can negatively impact women and children by promoting unrealistic body images and unhealthy behaviors. International views on sexual ads vary by culture, with more restrictions in China and Thailand but more acceptance in Brazil. The roles of both women and advertising have changed in recent decades, but gender stereotypes still persist to some degree.

1. The Role of Sex in
Domestic and International
Advertising
By: Trevor LaRose, Steven Gilburne, Katie Grudens, Tricia Grudens

2. Agenda
History
Use of Sex in Ads
Problems With Sexual Advertisements
Cultural Impacts
Demographic Responses
International Opinions
Alcohol Ads
Gender Roles in Advertising
Analysis
Conclusion

3. History
● 1911: First notable U.S. ad involving sex
● 1971: genders portrayed unequally
● 1983: perceived role disparities exist
cross- culturally
● 1990s: international studies on gender
roles and sex in advertising
● Today: improvements are being made
but advertising is increasing

4. Statistics and Facts
● Study done in 2003 shows:
○ Ads using sex rose from 15% to 27%
○ At least 50% of print ads include models
○ Ads for computers and charities were the only two
categories of products not using sex appeal
● 58% of women say there’s too much sex in ads
● 29% of men say there’s too much sex in ads
● 8% of women like sexual ads
● 48% of men like sexual ads

5. How Sex is Used
● Sex is used to sell just about every-
thing, and just about everywhere.
● Across the world, sex is used to
sell a large variety of products and
services, even those that are not always considered “sexy”
○ most commonly for beauty products, alcohol, clothing
● Increasing degree of globalisation→ marketers seeking
techniques that can reach consumers across different
cultures with minimum levels of adaption
● Let’s face it, sex is appealing to people of all kinds

6. Problems with Sexual Ads
●Sexual content may be a distraction
○“Vampire Effect”
●Gender differences in processing sex appeal
○Research from the 1990s show nudity attracts men
and personality attracts women
●Appropriateness to advertised product
●National culture
○individualism vs. collectivism
○low context vs. high context

7. Cultural Impacts
Effects on children
Misguided perceptions about sexuality and women’s bodies
Exposure to mass media without supervision
⅔ of children 8-18 have TV in their bedroom
Lack of effective sex education
Lead to misinformation and unrealistic expectations
Unhealthy body image
27% of teen girls feel pressured by media to have “perfect body”
Increase in dieting, eating disorders, using tobacco
Increasing number of boys feel pressured to work out and get stronger
or lose weight.
Sexualizing culture
1983-15% of ads
2003-27% of ads, increase most in alcohol ads

9. Demographic Perceptions
Different ages respond differently
“Advertisers make too much use of sexual appeals in ads”[Wise, King,
and Merenski (1974)]
Females and older respondents agreed the most
Majority of teenagers and young males said they see no problem
with the amount of sexuality in ads
Men vs. Women
Men tend to be generally unaffected in terms of self-confidence, but
focus more on the sexual content of the ad which has shown to
decrease buying power and product recall
Women generally respond negatively, but will respond positively
towards sexual ads if: the product is expensive, the product/brand
being advertised is sexual in nature i.e. Victoria’s Secret ads

11. International Perceptions
China
China banned many ads they believe to be overtly seductive and tantalizing in nature.
Chinese regulations against unwholesome content and sexual themes is just one part of a larger
attitude of paranoia that surrounds advertising.
Thailand
Thailand has some strict censorship rules—kissing and romantic display of affection is not
allowed
Sexuality in Thai ads isn't used to sell products in the same way as other countries, perhaps
because with sex selling almost everywhere in the country, sex doesn’t pack as big a punch in
advertising.

12. International Perceptions
Brazil
The ads “reinforce an erroneous stereotype of women as sex objects and ignore the progress
made in ending sexist practices.”
There is no political correctness about them or their society.
Brazil may be the largest Roman Catholic country in the world but the church obviously rules with
a light hand.
Australia
40% of all advertising complaints during the past year have been about sex and nudity.
The view has always been that sex can be used effectively only if it has some relevance to
the product.
Women have been shown to respond negatively to advertisements, and are more likely
than men to comment on the motive of the advertisers.

13. International Perceptions
India
TV channels should not use extremely sexual advertising, but it is still relatively common
Sex appeal serves a number of crucial roles in advertising including grabbing attention, augment
recognition, enhancing recall, evoking emotional responses, enhancing persuasion to buy and
boost brand recognition.
France
Reflects general attitude of European countries
Common to see female frontal nudity; considered commonplace

14. Zurich
Belgium

15. Sexual Content in Promotional
Advertisements
Promotional Advertisements
5 Divisions of Verbal and Visual Sexual
Content
Visual
Verbal
Walker, 2000
Women V.S Men

16. Sex and Advertising Effectiveness
Sex Creates Interest
Shidler and Lowry (1995)
Alternative Research, Reichert
and Walker (2005)
Selective Exposure to Televised
Sexual Content
a.Ye and Zhou

17. Humor & Alcohol Advertisements
Linking Products to Sexual Intimacy
3 Advertising Study
Strong humor that was not generally seen to be sexist using an
attractive sexy woman
Humor showing an overtly seductive, sexy woman, who could either be
powerful and in control or promiscuous in a degrading manner
Humor showing a woman in a sexist/demeaning and
degrading/objectifying manner.

18. Gender Roles in Advertising
Gender is a huge segmentation variable used in marketing
Role of women in society has changed in
the last few decades
Increase of women in the workforce
United States: 1940s vs. present
Women worldwide
Family structure has shifted away
from “traditional”
Chart from 2012 research

19. Women have also changed their roles as consumers
Control 65% of global spending, a total of about $20 trillion (2012)

20. There isn’t too much of a change in the way that women
are portrayed in media, but the rise in feminism
movements and fall of traditional female stereotypes are
changing how
marketers are
selling their
products:
● Every country of the
world identifies with
a specific gender on
the Hofstede
Masculinity
Continuum

21. ○ But in recent years, the U.S.’ influence has reached traditionally
masculine places (especially Asia) and managed to turn some of
these stereotypes around
○ Extreme increase in
women portrayed in
ads within the U.S.

22. ● 1951 vs. 2014
● Sometimes still sexist, but definitely less so

23. Differences in How Men and Women Receive and Evaluate Information
MEN WOMEN
Primary message (i.e. “buy this beer”) Evaluate primary message and tend to
infer inner meaning (i.e. “buy this beer and
it will make you trendy”)
Make decisions quickly Make decisions more slowly, spend more
time thinking of the decision’s effects
More likely to enjoy ads featuring humor
and sexual imagery
More likely to enjoy ads featuring children
or a “slice of life”
Prefer ads with more simplicity Prefer ads with detail and emotional cues

26. Stereotypical ads are effective though
● Familiarity
● Limited time and space
for explanation

27. Are Sexual Ads Ethical?
●Lowers self-worth and self-esteem
○Negative body image
●Increase in sexual activity and
STDs in youths as well as a rise
in teen pregnancy
●Subliminal messages
○Creates problems with censorship
○Takes advantage of consumer

28. Subliminal Messages

29. Examples of International Ads Using Sex
1.Nissan
a.objectifies women by comparing them to cars
2.PETA
a.uses sex to spark controversy and get the public to
notice their ads
3.Dentyne Ice
a.uses a sexual allusion to create memorable slogan
(“practice safe breath”)

31. Discussion Questions
●Is sex in advertising ethical? Why or why
not?
●What can advertisers/ marketers do in the
future in relation to this issue?
●General Questions/ comments?