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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 Parade Magazine pg 6 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 Baltimore Sun pg 1G Advertisers use of sex appeals has grown and become widely present throughout the US and really most of the world but it has never really 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 NBCs vice president for advertising standards Rick Gitter acknowledged that the 1990s reality cant be denied Baltimore Sun pg 1G Ann Kleins companys ads are some of the most striking ads that are carried in the main stream media They have received only a few negative letters but theyve drawn a huge amount of attention Baltimore Sun pg 2G We wanted the women to say Hey and we have gotten a fantastic response theres 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 spot that showed a man kissing a woman and beginning to unbutton her shirt was not allowed to air by wary network censors recalled company vice president Nancy Lueck Baltimore Sun pg 2G Calvin Klein an American clothing manufacturer that courts the glamorous young drew great disgrace and shame earlier this year for some particutlarly gamine youth who lolled about wearing their underpants in a recent campaign which the network
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