Sex Sells

Advertisers frequently make the argument that sex sells and lately it appears that more sex sells. One must only look at magazine advertisements and television advertisements to notice that advertisements have become highly sexualized in their content and intent. Elliot found that “recent developments in advertising imagery... have moved well beyond the simple use of nudity and suggestiveness to the use of overt sexuality. For example, press advertisements in the UK for Haagen-Dazs ice-cream use images of couples apparently using the product as an artifact during sexual activity”. While this may appear to be just an issue in Europe the problem has been increasing in the United States which can be seen in the over-sexualized advertisements on display. Advertisers have begun to reach the extent of what is designated by the Federal Communications Commission (FCC) to be acceptable. The use of sexuality to sell products to consumers can have negative consequences. This is evident in adolescents who are highly susceptible to the influential nature of overtly sexualized advertisements.

The magazines in which these overtly sexualized advertisements are featured have also become highly sexualized as well. These magazines, especially magazines geared to teenage girls, have more articles about sex. Magazines geared towards older men and women also have increased sexuality. Men’s magazines frequently picture women in scantily clad clothes on their covers. Women’s magazines have numerous articles about sexuality and the optimal ways to gain pleasure. These magazines do not have to be bought for the measure to be spread as these magazines and their covers are featured on grocery store stands.