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Heckeler Shari Womens Studies Sex in Advertising The use of sex in advertising has become a major selling method in the society we live in today It began sixty years ago when a beautiful young woman introduced the first windproof lighter and a new wave of advertising emerged The Pinup Girl She advertised everything from lighters to laundry soap She even recruited for the US armed forces Sexuality in advertising is now a major area of ethical concern though surprisingly little is known about its effects or the norms for its use Advertisers use of sex appeals has grown and become widely present throughout the US and most of the world but it has never been clear the line between offensive and effective advertising Over the last couple of years commercial content like programming has gone through a significant maturing process Sex has become a driving force Ann Kleins companys ads are some of the most striking ads that are carried in the mainstream media They have received only a few negative letters but they have drawn a huge amount of attention There is a fine line between doing something new different and interesting and angering your customer with offensive commercials that spoil their commercial intent An Ann Klein commercial that showed a man kissing a woman and beginning to unbutton her shirt was not allowed to air by wary network censors recalled Maria Cristina company vice president and author of Humor and Eroticism in Advertising 23 Calvin Klein an American clothing manufacturer that courts the glamorous young drew great disgrace and shame earlier this year for some particularly daring youths who lie about wearing their underpants in a recent campaign which the network censors also withdrew Sexiness as a component of the good life is a staple for advertisers suggested Luigi Manaca author of Gender and Utopia in Advertising 72 Coca Cola decorated its drug store
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