Sex Sells - Design-context essay by Gill Montgomery

BUT WHO’S BUYING?

A4 sampler with 3 columns & 14pt baseline grid

SEX SELLS

XXX Sex in advertising has been used for decades to capture attention, to shock and to lure. It is big business and studies have shown that the use of sexual images used during advertisements can have a dramatic and lucrative effect on the outcome and turnover of the brand. The use of sexual references, Double entandres, innuendos and even embeds are uses to provoke and entice. For the past few decades gender stereotypes have been at the forefront of advertising. Women in particular have had a very raw deal, branded as merely housewives for most of the last century. Seen as nothing but subservient and no better than to look after children, cook, clean, accommodate a man and look as pretty as possible while doing it. These women are young, white, middle class and glamourous.

The rest of the time women are just used as eye candy. Sexual objectification in advertising seems to have dominated the mainstream for many years and has infact been on the rise for some time. But of course, we have moved on from merely objectifying attractive people, haven’t we?

We are now two decades into the 21st century, and only recently are the days of the page 3 girl finally over. With the exception of the draconian tabloid the Sunday Sport, The Daily Star finally came to its

senses in late 2019 and as one of the last tabloids to feature this “tradition”. The political pressure from vindicator and former Labour minister Claire Short that finally made them cave. “Good news. It only Took 30 years” She said. The newspaper said “Page 3 is as British as roast beef and Yorkshire pud, fish and chips and seaside postcards!”

However flattering it is being a commodity compared to “Yorkshire Pud”, It is no laughing matter that today we are still bombarded by thousands of advertisements containing messages relating to physical beauty making us constantly question our own attractiveness. Flicking through fashion magazines, Television ads and Billboard ads, including everything from clothes, cosmetics, perfume, food and diet plans, gym memberships and even dating aps.

It is human nature to constantly compare yourself to others.

Everyone is striving for physical perfection, and when people take this to extremes this can become incredibly dangerous. This can in a lot of cases can affect our mental health, lead to low self-esteem and obsession. Striving for the perfect look can lead to more serious conditions such as anorexia, bulimia, unnecessary plastic surgery, surgical body enhancements and even steroid abuse.

“Page 3 is as British as roast beef and Yorkshire pud”

digital has everyone Today enhancement technology at their fingertips where they can simply change their face shape, breast or bicep size with the touch of a button.

In March 2019 a study by YouGov with the Mental Health Foundation was done and found that 1 in 5 adults and 1 in 3 teenagers felt shame due to their body image when asking over 6,000 people. It is frightening to think where this will go from here and will people constantly be ashamed of their appearance. There need to be more transparency about when an image used in the media or public eye has been substantially digitally enhanced. This could provide the vulnerable and most of the general population with a refreshing honesty

that could result in positive mental health benefits. France is way ahead of us and has already introduced legislation which requires advertisers to display “Photographie retouchee” or “has been digitally retouched” on edited images. The television show extreme Makeover gives an individual the chance to make incredibly dramatic changes to themselves which can include liposuction, plastic surgery, implants, lip fillers and extreme dental work in order for the end result to make themselves feel better. Watched by millions of people around the world, this encourages people to think about their own body in such a careless flippant manner and the reckless changes they could be making. However, what we may

not have realized is that society has been brainwashing us since we were infants. Flash back to when we are three or four and given their first barbie or action man doll. At the time you are not aware of the impact of the unrealistic beauty ideals of this blonde, slender, attractive and petite doll and the potentially harmful message that is sent out. In 1959 when the first ever barbie was advertisement to the mass market it stated... “Barbie’s small and so petite, her clothes and figure look so neat…someday I’m going to be just like you and until then I know exactly what to do”. A body image expert Marci Warhaft-Nadler explains “Barbie sends our girls one message, and it’s this: ‘you can do anything

and you can be anything- as long as you look like this: very tall, very thin, very Caucasian and very beautiful.’”

For decades now advertising has rebuffed morality to the complete detriment to the industry. Erotic advertising may be successful and lucrative but how ethical is this, tapping into people’s subconscious to and using subliminal message to sell them consumables, and at what cost? And what moral line are they crossing when they do? With many companies and brands are they really considering the social impact and is this irresponsible? Sex used in the media these days is not always best represented. Unhealthy attitudes and images are surrounding us more than ever before, and through social media

sites such as Instagram unrealistic impressions are being portrayed onto impressionable people and this is only getting worse. Even children are being exposed to this. The porn industry is another culprit giving unrealistic views of sex onto millions of teenagers.

Unrealistic expectations can lead to mental health issues and even sexual assault. Marketing cannot correct big societal problems such as sexual assault, however brands can do their part by not perpetuating the damage that has been done by unrealistic ideas of sex. Treating sex within the media should be an open and honest portrayal and should be shown as a natural part of life instead of a not a voyeuristic or titivating novelty. Sex is still selling and probably always

will in one form or another. With that always going to be a controversial issue, it’s comforting to see how far we have come. From the abhorrent ads of yesteryear, to honest and inspiring inclusive advertising that I imagine can only get more tasteful.

With small victories such as the banning of page 3, ASA’s crackdown laws, real proportioned dolls and the introduction of awareness on photograph manipulation, I really think the tide has turned in a favorable moralistic sense. Advertising is now being watched very closely as the social responsibility on its shoulder is growing going forward. Brands must be sure to make more of an effort to reflect a better humanity.

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