International Advertising and the Use of the Sex Appeal: Acceptance ...

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was displayed at the Victoria and Albert Museum in London with the caption"the sexual liberation of the late 1960's and early 1970's and a period whendenim jeans were synonymous with youth and rebellion."The caption goes onto state that by the 1980's, due to the growth of the women's liberationmovement, this imagery was no longer acceptable.Levi's turned to othermarketing strategies (Heller, 1999, pg. 16).In the Fall/Winter 1998 issue ofSportswear Consumer, Pure Playaz used the same motif Levi's had used closeto three decades earlier (Heller, 1999, pg. 16).Pure Playaz's headline for the adis "Nothing butt..," with a similar double-stitched pocket and the "PP" logo ona naked cheek (Heller, 1999, pg. 16).The ads are shown below.Figure 1: Levi's and "Nothing butt..." advertisements12
Advertising Media (TV, magazines, newspapers, billboards)Advertising uses many mediums; the most common mediums for the useof the sex appeal are television, magazines, newspapers, and billboards.Thehighest percentage of media advertising expenditures in the United States isprint, holding 58 percent (Wiles, Wiles, & Tjernlund, 1996).Print advertisingincludes magazines, newspapers, and billboards.Two studies were conducted concerning the values of Americanadvertising, one study in 1973 and one in 1994.Magazines were the medium ofstudy both times for many reasons.They provide high quality, lasting imagesand a strong visual impression of the models in their advertising (Wiles, Wiles,& Tjernlund, 1996).Both studies used all ads of one-half page or more inwhich images of people could easily be identified; ads were taken from oneissue of each magazine from February/ March editions of 1973 and 1994.Eventhough the same ad was published in more than one magazine, each appearancewas counted as a qualifying ad. Here are some of the results of the studies. Inboth studies, the female body was used to a greater extent than the male bodyto sell products.The study conducted in 1973, found that 18 percent of ads inwhich the body could be distinguished show nude or half-nude women ascompared to 4 percent for men.However, the study in 1994 showed a muchlower percentage of nude or half-nude models (over the age of 16) by U.S.advertisers than 20 years ago.The results from 1994 ads reveal only 4.2 percentof U.S. women were portrayed as half-nude and 1.7 percent were nude, as13
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International Advertising and the Use of the Sex Appeal: Acceptance ...

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