The Effects of Sexual Appeal Advertisements

To that extend, advertising is to be viewed as a general approach and tool at the disposal of corporations and marketers aiming at influencing potential consumers’ perceptions and creating, sustaining or expanding demand for the products or services promoted. (Ayanwale et al., 2005). To that extend, Hensel and Dubinsky (1984) explicitly state that the role of advertising is actually two-fold. In more detail, ads aim at increasing awareness of the brands and persuading consumers for the benefits attached to it, on the one hand, and shaping cultural beliefs, notions and perspectives on the other hand.The rapid growth and the expansion of advertising campaigns literally bombarding potential consumers and prospective audiences is an admittedly underlining fact. Marketers are focusing on providing advertising messages that will eventually catch the attention of the buyers and attract their interest. in an attempt to maximize the effectiveness of advertisements in provoking the audience’s interest, marketers are very often using sexual appeal messages. Today, it is reported that a respective 65% of the total advertisements (on television and print media) feature some kind of implicit or explicit sexual appeal messages directed (Jung, 2006). Even more, it should be stressed that the majority of those specific ads are non-sexual product/services related. this actually highlights the fact that sex appeal has merely become a promotional tool applied in virtually every product category regardless its relevance or suitability (Adoimatis and Jonson, 2008. Bel, 2005). This portrayal of sex in advertising has long been a debatable issue in raising critiques and concerns that it negatively impacts the consumers’ perception of self, culture and social context.There have been various researches conducted upon the issue of the effects and the risks entailed in the sexual appeal advertising upon children and teenagers.