October 5, 2012 by bryannosaurusrex
Men! Such simple creatures, so predictable, and such perverts! All they think about is sex sex sexity sexy sex. We have to be subjected to anti-women, sexist advertising campaigns that objectify women just because men only ever think about sex, boobs and football. Look at these advertisements I have posted below. See how they present women as purely sexual objects of fantasy in order to get a man’s attention, it’s shameless.
Why do the companies insist on doing this to us? Using attractive semi clad women to sell their stuff to us? Because it works. It’s called sex appeal and we love it. Research by Heckler, Jackson and Reichert (2001) found that sexual advertisement campaigns grab attention better. They cause you to be more emotionally engaged and ensure you watch the advertisement for longer, which in general makes it more likely you will remember it. It seems like you can’t sell a slice of cheese these days without a chestacular super babe giving you come hither looks. Women have to put up with these tasteless, thoughtless, and over done advertisements just because the simple minded men folk love boobs. The same tactics would never work on the more refined, more intelligent women.
Oh wait, one of the most popular sexual advertisement campaigns of all time, which was out long before the ‘lynx effect’ was aimed at women. But that can’t be right, women have too much class for that. Which would account for the fact that the erotic, BDSM porn ‘Fifty shades of Grey’ is the fifth most successful novel in the history of the united kingdom, just behind The Da Vinci Code and some of the Harry Potter series. Anyway, I digress. I am sure every woman out there remembers why 11.30am is such an important time of the day.
And who could forget the cleaning hunk, a classy, new style of advertisement campaign that engaged the consumer with its deep and meaningful conversations, emotional bonds and multi-faceted characters that transported them to another world where subtlety is king.
Give me a break! There has been so much made of sexual advertisements in recent times, how they are anti-women and sexist. The four examples I have selected are exactly the same in content. They are just aimed at different sexes. I am indeed against sexism, but just because an advert plays to most men’s fantasies (sexy women) does not mean it is sexist. Similarly, advertisements that depict sexy men for women to fawn over, are not, and have never been, condemned as sexist. There has been a dizzying array of research carried out on this topic, and from what I have read the consensus seems to be this: You can grab the attention of men and women with sexual advertising; with women responding better to sexual advertising campaigns that contain an element of romance (Anne, 1971). It has also been found that men are less likely to remember what the advertisement was about if it is too sexual (Schiffman & Kanuck 2007). Finally, it has been shown that women are more likely to be offended by advertisements with naked women in them, and men more offended with campaigns featuring naked men (Holgerson, Belch & Koppman 1983).
The fact is that sex works. It grabs your attention and keeps it. Deal with it.