use of sexuality in advertising

8/14/2019 Use of Sexuality in Advertising

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Use of Sexuality in Advertising


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Use of Sexuality in Advertising 2012

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ContentsExecutive Summary ....................................................................................................................................... 3

Introduction & Background .......................................................................................................................... 5

Survey Results ............................................................................................................................................... 9

Analysis of Survey ....................................................................................................................................... 11

The Pakistani Perspective ........................................................................................................................... 12

In Light of Famous Theories ........................................................................................................................ 13

International Perspective ............................................................................................................................ 17

Appendix ..................................................................................................................................................... 23


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Executive Summary

Advertising is the use of different media to promote products or send a message to customers

informing them about a certain product. In the world today, the use of sexuality as a tactic in

advertising has become quite common, including giving subliminal messages to the audience

which it may or may not understand to showing outright nudity which can cause an outcry in a

society like Pakistan but may still be respected and accepted in Western countries.

Advertising is one of the main sources of societal gender role definition and gender stereotyping

which consequently lead to changing moral and social values in a society. Sexual objectification,

desire and gender role specification can be seen as some of the direct consequences of liberal

advertising. In Pakistan, such ways of advertising affect four main age groups and the reactions

of each group is different; children (under 12 years old), teenagers and older boys and girls (13-

25 year old), adults (26-60 year old) and old age people (61 year old and above).

The use of sexuality and nudity in advertising is an ethical issue because, although it ultimately

seeks to send a message to the users and potential consumers about the product, in the process of

doing so, it might offend people because it tweaks their moral, cultural and religious values.

Some people dont find it effective to use such tactics, whereas some believe that it shouldnt be

used at all regardless of the fact that it is useful or not, while others think that this is one of the

main motivational factors why people sit and watch advertisements instead of flipping off to a

different channel.

Recently, one of the main concerns is how media has started showing men and women, both, as

sex objects. Of course, in a related contraceptive ad, subliminal or overt sexuality may be

justified whereas gender specific sexual objectification is not, but is it explainable in


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advertisements of household furniture or cameras? In Pakistan, such methods of advertising

affect the youth subculture and the way how kids perceive different things and work to be

associated with a certain gender. Also, generally, there is a lesser level of awareness and maturity

in the audience, so the underlying effective message does not get conveyed and/or is not

understood, but an outrageous angry reaction is immediately evident.


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Introduction & Background

Corporate society is a collection of human beings who get together to work toward one or more

goals. Ethics are the original relationship between one human to another. Therefore Ethics in

Corporate Society should be and/or are shaped by the ethics which affect the relationships

between humans.

Respect given to one human being in regard to the person themselves or their beliefs and values

is necessary even if theres a difference of opinion. If theres no respect, then the other person

has the right to retaliate or refuse to accept. In an ideal society, respect comes before trust.

Hence, acceptance, respect and trust build an image of the corporation. A corporation has to cater

to two different groups of people; 100 shareholders, and 100,000 customers. Now it is up to them

to decide which group of stakeholders should be given priority to improve brand image and carry

out their ultimate objective of profit-maximization.

In recent news, Toyota pulled off about 2.7 million cars from the market because of water pump

and steering problems, even though it cost them billions of dollars and yet there was no injury

reported[1]

.But this act shows that Toyota is a responsible conscientious company which cares

for its customers wellbeing. Actions like these are more evident because of increased awareness

and more consumer rights.

If a corporation breaks laws, then that leads to their doubtful ethical values. Ethics in our society

are not very visible because theyre not easy to pinpoint.
http://www.bbc.co.uk/news/business-20321932http://www.bbc.co.uk/news/business-20321932http://www.bbc.co.uk/news/business-20321932


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The development of humanity is an ever-flowing and ever-evolving process. In process of this

development, women have become more and more visible than ever before, working in

corporations, appearing in television, modeling for advertisements, etc. This was, of course,

inevitable because there has been a historic injustice with the women considering their role in

society and their rights and privileges.

In some cases in the present era, women are presented as commodities. Its not only related to

women though, men are also presented as commodities. They are used in advertisements to give

a sexual appeal so that, even if its not related to the product, the irrational part of the human

brain convinces audience to buy the product. The issue some conservative people raise is that the

Western media has gone too far, making the people to be used as commodities and in the process

of doing so, has lost its humanity.

This is the ethos of a completely free market economic system. However, as we know, a

completely unregulated free market is not a realistic possibility; government needs to play a role

too, and that role should include an enlightened regulation as opposed to a repressive regulation

which triggers rebelliousness.

Fahashi(Urdu: nastiness/obscenity/pornography) is a word used for liberal advertising by many

conventional people in Pakistan who do not favour such tactics in public media. However, as the

saying goes, One mans decency is anothers indecency. Meaning to say, that if theres a

model on a catwalk, who is displaying more of his/her body because of the design of a certain

type of clothing, its his/her decency because thats his/her job to do so, and that he/she earns a

living from that. On the other hand, a person sitting in front of TV watching that fashion show


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might outright claim him/her to be an indecent man/woman, which shows that for the person

who is watching, it is indecency.

Regulation, as discussed above, can be implemented through bodies like Pakistan Advertisers

Society (PAS), Advertising Association of Pakistan (AAP), Pakistan Electronic Media

Regulation Authority (PEMRA), etc. What is needed in our society is also a Council of

Complaints, where people who are uncomfortable with anything shown in advertising can

complain about it. There is another vacuum present where there should be an Advertising

Standards Authority.

Common agreed standards are present in the society though. For example, not even a foreign

woman can wear bikini in this society. Similarly, a man cannot wear very expressive clothing.

This is because it is considered too aggressive and crude. A similar example is of the ban on

hijab in France. If we see it from a logical reasonable point of view, it is justified because as

women cannot wear bikini in Saudi Arabia, women are not allowed to wear a hijabin France. A

society can have reciprocal rules where it can justify itself.

There are certain basic rules in the field of advertising as well. The American Advertising

Association specifically asks companies to not quote figures in their advertisements. Similarly,


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advocacy, purgory, testimonial, celebrity claims, sublimation, use of children and/or women, are

not preferable.do not do advocacy.

As Mr. Akhtar Mahmud, CBOBrand Image and Course Instructor for Advertising at Institute

of Business Administration, Karachi, very succinctly says, Its difficult to draw an ethical line.

Anybody who believes in ethics shouldnt study marketing. He thinks that ethics is a very

relative and subjective concept, because everyones ethics are different due to the various

cultural, religious and social influences. Big corporations, who are on one hand preaching good

ethics and practicing Corporate Social Responsibility, usually trespass their border lines

regarding ethics. An example can be of the Slice ad with Katrina Kaif, which was subliminally

and sexually too suggestive. He says that in Pakistan, only subliminal advertisements work

because people like to see sexual appeals and sexual innuendos since, because of the countrys

values and traditions, overt and liberal advertisements cannot be used. Therefore, as long as

nothing harms a person, it is well and good in advertising.


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Survey Results

In order to find out the opinion of the general public, a survey was held in IBA City Campus.

Randomly selected individuals were shown some photographs of Pakistani print advertisements

and their opinion on the photographs were recorded. The following graphs show the survey

results:

This pie chart shows that almost 22% of the people who took the survey said that it was

acceptable for companies to make use of explicit content in their advertisements. However, 78%

thought that this was wrong.

The people who took the survey were asked why they thought in this way. They were given a

series of options to choose from. The following chart shows the distribution of the options they

chose.

Acceptable

22%

Not Acceptable

78%

Is Explicit Content in Advertisements

Acceptable?


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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Freedom ofExpression

SpreadAwareness

HighProfitability

Freedom to NotWatch

Why is it Acceptable?

Why is it Acceptable?

0%

5%

10%

15%

20%

25%

30%

Why is it Unacceptable?

Why is it Unacceptab


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Analysis of Survey

The survey results show that a clear majority of people are of the opinion that explicit content in

advertising is unethical. They feel that sexuality portrayed in advertisement, whether they are

TVCs or print media, are a threat to the very sensitive familial values that exist in a typical

Pakistani household. Because these advertisements destroy the way cultural norms are perceived,

they are a potential threat to the mindset of the people existing within a society.

Many participants of the survey rated religious values as the most important factor when

considering the acceptability of inappropriate content in advertisements. They feel that by

exposing such content as a cultural norm, they are spreading sinful thoughts and actions in the

minds of the viewer. This is bound to effect and manipulate the youth.

People with a more economic perspective to this issue, rather than a cultural outlook, felt that

showing explicit content in marketing campaigns and advertisements makes the campaign work

too welland this is unethical because the tool that is being used to convince people is actually

misrepresenting the product being sold. Others thought that by using suggestive and hinting

signs, especially of the sexual nature, the advertisement is manipulating the buyer and is coercing

him or her to buy a purchase that he or she does not need.

Others that felt that showing explicit content is acceptable thought so because it led to higher

profits for the company because such advertising campaigns can be viral and highly fetching.

Some of the content shown is done to spread awareness on sensitive issues. It is, they believed,

the companys freedom of expression to show whatever they wanted. The viewers have the

option to not watch any content that they feel unfit.


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The Pakistani Perspective

The use of explicit content in advertising can be understood more deeply if the Pakistani

perspective is taken into account. There are many factors that come into play when one discusses

why inappropriate content in shown in Pakistani media, despite the pressure exerted by religious

groups and certain extremist organizations.

Pakistan is becoming an increasingly attractive market for multi-national companies. These

companies bring with them the marketing campaigns that have been successful in many western

countries and try to apply the same campaigns in Pakistan too. This is one of the biggest causes

of the exhibition of inappropriate content in Pakistani Media.

As the Pakistani society becomes more open-minded due to higher urbanization, education and

globalization levels, it is becoming more receptive to explicit content. Dresses and themes that

were considered absolutely repulsive 10 years ago are now part of popular media. This transition

has translated into the exhibition of content that is now under debate. The arguments for and

against will be carried out in the next section.


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In Light of Famous Theories

Utilitarianism:

The Utilitarianism principle holds that an action, for it to be considered permissible, should be

judged on the grounds of cost and benefits analysis. If the benefits outweigh the costs then the

act is tolerable; however, it is considered unethical if it does more harm than good. In short, an

action is found ethical if it reduces suffering and causes happiness.

Sexually explicit content can be considered ethical in the eyes of a utilitarian. Attaching a sexual

appeal to products or services in advertisements can lead to a growth in demand, resulting to a

growth in production; followed by increased consumption and growth in Gross Domestic

Product (GDP). Although the benefits out-shadow the costs, critics argue whether or not harm

caused to the society, children in general, can be quantified. Children exposed to such explicit

material may grow an urge to go about in the wrong direction, causing the society greater harm

than good in general. Though, when brought utility is concerned, such advertisements do greater

good as they increase production and benefit the society as a whole, resulting to a better

economy.

Libertarian:

In contrast with the Utilitarian perspective on showcasing sexual content in advertisements, the

Libertarian view goes at an extreme. The costs of harming the social and cultural values of a

society are sidelined. The view finds the government to have the least amount of intervention

regarding such activities and that a company should be allowed to conduct whatever it wishes to

for increased growth opportunities. There should be complete liberty and freedom and its the

companies that hold the right to draw the lines of what sort of content is permissible and what


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not. Hence, making use of sexually explicit content is not unethical and companies have

complete rights to include explicit material in their advertisements. There should not be any

coercion from the government or any other entity which takes the respective right away from the

company.

Kants Categorical Principle:

By far the most controversial view on sexually explicit advertisements can be found in Kants

Categorical Principle. Kant suggests one should undergo or do what he himself would be ready

to experience.

Act only according to that maxim whereby you can, at the same time, will that it should become

a universal law is the famous quote of Kant. Having explicit content can be justified by th e

statement, yet also considered unethical. It all depends on the mind of the marketer and his

perception regarding the showing of such material publicly. In general, societies are made up of

individuals who come from different cultural backgrounds, all with different mindsets.

Advertisements have great outreach and do not reach a small number of people. It reaches to a

huge mass. Hence, when evaluating whether or not an individual would be comfortable with him

seeing such material over advertisements, he needs to decide whether he himself would be ready

to allow all the individuals of a society, to whom the advertisements reach, to treat him of act in

the same way.

Thus, Kant emphasized that an ethical act is one which an individual undergoes, and also is

ready to allow others to practice. Majority of acts which one performs are those which have a

direct contact to one person or two; however, advertisements by nature reach a huge mass. So

deciding whether or not one would be ready to allow another company to make use of the same


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sort of explicit content, the individual needs to question whether or not he would be ready to

witness the whole population follow the same footsteps, breaking all barriers gradually.

Islamic Perspective:

The Islamic perspective takes into account the idea that advertising plays an immense role in

developing the foundation of any product/business and also encompasses the principles of Rights

& Duties and Justice & Fairness in its limelight. According to the respective perspective,

advertising has gone far greatly, and showcasing explicit material is strictly not permissible.

Sexually explicit material manipulates beliefs and makes one believe what is not true,

unconsciously. A hadith which discusses what claims advertisements can make can be drawn

from:

The two parties engaged in a transaction have the choice of either going ahead with the

transaction or canceling it, until they part. If they are open and honest, their transaction will be

blessed for them, but if they conceal things and tell lies it will destroy the Barakah (blessing) of

their transaction. (Narrated by al-Bukhaari, no. 2079 (2/82-83)

Though explicit material is completely banned, it can also be inferred that Kants golden words

can somehow relate to the following hadith:

None of you truly believes until he wants for his brother what he wants for himself. (Narrated

by al-Bukhaari, no. 13 (1/2),

Thus, besides allowing advertisements, the perspective clearly states that the advertisements

should contain nothing that violates the sanctity of the pure shariah, such as advertising haraam


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things or being accompanied by things that are not allowed and showcasing women, who do not

follow the Shariah guidelines.


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International Perspective

In the West:

From the beginning, sex has been used extensively in advertisement and marketing campaigns.

In the past attractive women were illustrated in posters, ads, signs for tobacco, tonics and

saloons. In some cases, sexy advertisements have been the sole reason for increased sales and

interest. Pearl Tobacco Company is claimed to have used sex in advertising in 1871. This was

the earliest known use of sex in advertising. There was a picture of naked maiden on the package

cover. W. Duke and Sons in 1885 inserted sexually provocative cards in their cigarette packs.

Duke had become one of the leading cigarette brands by 1890.

Woodbury became a profitable company after it used images of intimate romantic couples for

their brand of facial soap. Jovane Inc revenue grew more than 300 percent in 1978 when they

claimed through their ad that their perfume fragrance increases sexual attraction.

Calvin Klein infamous ad and tagline Jeans are about Sex are still fresh in minds of many

people. This tagline helped increase the sales of the brand a lot. Also Clairol hair dye during the

1970s also used sexual advertisement extensively to increase the sales of their product.

Calvin Kleins advertising campaign showed teenage models wearing underwear and jeans.

These ads had to be withdrawn after the protests and threats of child welfare groups. Hudson

stores disassociated themselves from the ads. Also the Justice Department led an inquiry into the

advertisement over child pornography and exploitation laws violation.

In the West, due to increased tolerance and tempered censorship, increasing buying power of

previously neglected appreciative target groups, have led to a marked increase in the share of

attractive flesh 'on display.


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8 out of 100 ads in the Ad Ages Top 100 most effective advertising of the century involved

the use of sex.

According to Gallup survey, it is reported that in more than 50 years of testing of advertising

effectiveness, erotic ads are more effective.

In the US, the Federal Trade commission is responsible for regulating advertisement. In UK it is

the Advertising Standards Authority. In the west the laws regarding the advertisement are more

relaxed when it comes to use of sex in advertisement. They are more tolerant and liberal

societies. What a Pakistani or Indian would consider vulgar might not be vulgar for the west. For

example women wearing Bikini in US is considered a normal routine.


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India:

India is considered a conservative and traditional country like Pakistan. Sex in India has always

been a tabooed topic. There are many companies in India, using sex in their advertisement to sell

their products which range from perfumes, jeans, innerwear, facial creams, cornflakes,

innerwear, and biscuits to even paan masalas.

Sexual ads have always been a source of controversy in India where several organizations and

activist protest against the use of sex in ads. In 1990s there was a provocation footwear

advertisement which caused womens activists to attack the Delhi office of the advertising

agency that made the ad. The ad showed a model sitting on a stool dangling a shoe, with the

body copy reading: 69% of Italian women would love you to slip into them.

Recently Indian government suspended television advertising for Axe men's deodorant, made by

Mumbai-based Hindustan Unilever Ltd. The ad shows a man transform into a walking chocolate

figurine after spraying himself with Axe's Dark Temptation deodorant. As he walks through the

city, women throw themselves at him, licking and biting off various parts of his body. Majority

of people found it offensive that the woman was biting the chocolate mans bottom.

Last year there was a controversial advertisement campaign for wild stone deodorant. It showed

a young women wearing sari that bumps into a young boy after being distracted by his body

spray. In the end they end up in bed naked where they appear to have sex. This ad caused big

controversy in India. Post this ad, The Indian government's Ministry of Information and

Broadcasting issued a statement warning television channels not to broadcast the television

commercials following a rash of ads featuring voracious women and "libidinous" men.


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According to the famous marketing guru Harish Bijoor, Indian advertisements have run out of

ideas. In the 36 years of advertising, they have exploited humor, pathos, emotions. Now its the

turn of sex. 54 percent of the population in India is below 25. So sex can be a huge attraction for

people to buy products. According to him, Indian advertising cant be complete without sexual

advertisements.

Also sexual ads have proved successful and effective for many brands in the recent past.

Amrutanjan saw a 25 percent growth in their sales in the last 6 months after their controversial

sexual ad featuring Savita Bhabhi lookalike model.

Also Fastrack saw a 40 percent growth for their product line in 2011-2012 after its sexual ad

campaign featuring Genelia DSouza and famous Indian Batsmen Virat Kohli.

In India, Advertising Standards Council of India is responsible for regulating the ads which

appear indecent, vulgar and appear to denigrate women. It is responsible for modifying and

withdrawing objectionable ads from broadcast. It is under the control of Ministry of Information

and Broadcast in India.


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Muslim World:

In many Muslim countries the advertisement campaigns are not based on Islamic business

practices and hence create a social dilemma. In Islam, women are not allowed to show any part

of the body except face, hands, and feet. Showing any part, expect for the mentioned is

considered as a sexual stimulant and thus inappropriate for public presentation.

Sexuality in advertisements is a critical issue which the Muslim countries also face. The intensity

varies between the Muslim countries. In Saudi Arabia the whole advertisement campaign has to

be changed as it is strictly prohibited to show body parts except face and hands. While in UAE

the same version of advertising campaign, as designed for the USA or Europe is used due to the

more liberal nature.

In Iran and Saudi Arabia,

there are strict laws

against controversial

advertisement. Those

companies and agencies

responsible for designing

the ads and those

broadcasting the ads could

face strict penalties and

heavy fines. While on the

other hand, liberal Muslim


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countries like UAE and Lebanon have advertisements in which women are depicted in sexually

provocative manner.

Customers, because of the social as well as Islamic norms of the society, do not like the free

advertisement of condoms on television and print media. Currently many companies in Muslim

countries advertise such product that appeals the sexuality.

Contrary to Islamic believes and ethical system, in many Islamic countries like Pakistan,

sexuality is used in advertisement to increase the sales of the products.


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Appendix

Surv ey Ph otographs:

(Left): Jewel Collection by Saba Ghauri. (Right): Shamaeel Ansari Collection

(Left): Magnum Classic Campaign (Right): Slice Amasutra Campaign.

use of sexuality in advertising

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