7 pages
Word Count
2609 words
Course Code

Sex in Advertising – Children

April 14, 2014
Ethics and Morals in Advertising
Sex in Advertising: A Definition
Children: The Young and Innocent
Children: In a Sexual Context
Take a look at today’s society, a good percentage of it revolves around sex – the idea, the
image and the involvement - and whilst some may still blush at the thought or sight of
sexuality, it is becoming increasingly common as it normalises into the minds of today’s
consumers. People can’t hide from the fact that sex is subliminal to them in all ways, shape
and form, whether it be TV, billboards, magazines or online.
The expression “Sex sells" is something that a lot of advertisers truly believe in which is
why there is more evidence of brands consuming sexuality to highlight the message for the
particular product or service being advertised. Ramirez and Reichert (2000) revealed 4
major features in sexual advertising including (1) physical features of models, (2)
behaviour and movement, (3) intimacy between models, (4) contextual features that
include camera effects. Whilst there is indication that consumers respond to this particular
type of marketing commination, otherwise these brands would not still exist, there are
some consumers that think otherwise and don’t believe the morality or purpose of this type
of advertising.
There has been an on-going debate on the relevance of how sexuality has been exposed in
this way and how appropriate the extent of how much sex is presented – whether this is
full-on nudity, sexual relations or sexual innuendos. More recently, the sexual aspect in
advertising has been associated amongst young children/adolescents which has caused
even more of a hostile response from consumers of today’s society and a level of doubt
within the media industry.
This particular article focuses on the ethical use of sexual advertising with the association
of young children and the implications around this. But let’s be honest, sex in general plays
a very powerful role in its self and exploiting it in adverts does make sense to capture the
attention of consumers for the precise reasons. Then again, when there are children being
sexualised in adverts, are advertisers capturing the attention of consumers for the right
Ethics and Morals in Advertising
There is a significant difference between ethics and morals and how both of these affect
the behaviours and decisions of people.
This concept also relates to businesses that should follow the regulation codes of
advertising policies.
Moral values are the basic beliefs and understanding of what one person believes is right

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