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 U.S. 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 it's use (Baltimore Sun; pg. 1G).

Advertisers use of sex appeals has grown and become widely present throughout

the U.S. 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. NBC's vice president for advertising

standards, Rick Gitter, acknowledged that the 1990's reality can't be denied

Ann Klein's company's 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 they've drawn a huge amount of attention

strangers without wearing anything made of latex" (NEXT Generation, pg 72), and

advertisers hope to convey the subtle message that if you buy their product

censors also withdrew (The Economist pg. 53). "Sexiness, as a component of the

have a positive influence on his masculinity (Essence, pg 93). The back pages of

of developing countries such as war torn Cambodia are being flooded with the

girl, boy meets boy, boy meet self". That's merely the most striking example of

model lingerie or even breast feed a child (as seen in a Gerber ad) on

promise of the good life. Beer commercials in Cambodia show fit young men

good life, is a staple for advertisers ; Coca Cola decorated its drug store

company vice president Nancy Lueck (Baltimore Sun; pg 2G). Calvin Klein, an

"Sometimes having a killer body just isn't enough, you'll need tough studs and

an attorney with the New York based law firm of Davis & Gilbert, who specializes

people to feel dissatisfied with our current appearances, so they will be more

One has only to pick up any issue of a fashion magazine and page after page is

Some common words found in the essay are:
Baltimore Sun, Constitution Product, G3 Advertisers, Journal Advertising, Coca Cola, Pennsylvania Philadelphia, ADCULT USA, Body Food, Britannica Annual, Klein American, baltimore sun, sun pg, baltimore sun pg, sex advertising, sun pg 2g, pg 2g, sun pg 1g, pg 1g, american world, advertising pg, network censors, ethical concern, boy meets,
Approximate Word count = 1391
Approximate Pages = 6 (250 words per page double spaced)