The Impact Of Sexuality In Ads On Women’s Health And Life

Advertisement is a very important tool of economic growth, which also affects our mind and our physical being to a great extent. The average American sees about 1500 ads a day. Ads can promote much more than just a product: they promote images, reputation, morals, principles, ideas or models of success, including feelings, perceptions, attractiveness and sexuality. Our mass media are filled with ads and the collective effect of them can be incredible. The men who watched a video cut from “Charlie’s Angels” TV-series are growing idealistic female preference standard regarding to womanly beauty. Sexuality In AdsThere is a general supposition that images of sex appeal women are used in ad in order to abuse male perception. The other common way modern ads are working can be compared with a concept of self-recognition: “If you want to be like me, buy this product”, that can certainly affect on female self-perception also.

In early 1900 Coca Cola Co. noticed how sexuality “works”, putting a woman in low cut bodice on their ads and receiving numerous claims together with increasing of sales. One of the most resonant scandals of modern times was caused by posters for Opium perfume ads featuring naked Sophie Dahl. The Ad Standards Authority of Britain has claimed to Yves Saint Laurent and ordered to sensor or remove the posters, saying that they have “obviously caused serious offence.” Also the ASA found the cover of the magazine Hot Dog with a photo of Cameron Diaz putting her hands down in panties, going with the headline “The Pleasure’s All Mine!” offensive and prohibited to use it. In Germany, 3000 posters from H&M ads of underwear presenting Claudia Schiffer wearing only bra and panties have been stolen from the display, though H&M usually gives out the posters from their campaigns.

The idea of sexuality is shown in a majority of ads, although the subject itself does not usually directly relate to the product to be sold. The only body type of a tall and very thin lady is always presented in the media and in ads like ideal type, which in reality is unachievable for 99% of women. And one of the most harmful and destructive results of using sexuality in ads is that nervousness which a female experiences from feeling of being unattractive if to compare with the model from the ads. Millions of girls and women realize that they can not reach this “standard of beauty”, so they start feeling frustration, failure, disappointment, and shame. Such displeasure with own body shape becomes a reason of nervous breakdowns, depressions or eating disorder, which is a very spread problem in the United States. If the perfect beauty is physically unavailable, females feel that they will never be able to reach the attractiveness they want, and that’s why there will be an infinite demand for various beauty products. Correspondently, this is the main cause of unbelievable enlargement of the weight-loss, cosmetics, and fashion markets, which are now steadily among the most lucrative and growing customer segments.

One more serious impact is that ads using sexuality in order to raise the attractiveness of their goods almost always represent women as sexual object. Creating of such an image as a sex object has a very negative effect especially on young girls and ladies who are yet on the stage of development of their sense of self-perception and individuality. This can create an illusion that the only important thing is the way a girl looks, her sex appeal, and as a result it can cause belief that the self-esteem is dependent upon attention from the opposite sex. Such tendency can undoubtedly lead to incidents of physical assault and rape in our society. In the USA 55% of women claimed about having experienced rape or physical assault.

Therefore, growing abuse of women’s sexuality to promote products is affecting on common perception and understanding of sexuality itself; it suffocates and deforms women’s sense of self-esteem, their own personal attractiveness and distinctiveness, own special style and unique sex appeal. THis everything eventually affects women’s health, both physical and mental, and can cause quite serious unwanted effects. The tendency of using sexuality in ads is growing, contributing to the worldwide collapse of social order, so some constructive means must be directed on stopping of this negative sort of marketing of products.

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