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

More documents

Recommendations

Info

Fox's "Ally McBeal" have set new standards of acceptability for frank sexualtalk."Advertisers have to be realistic about what appeals to this demographic"(Kerwin & Neff, 2000).Concerning TV, P&G traditionally has steered clear ofprograms with controversial sexual content, such as NBC's "NYPD Blue.""Last year, P&G joined other advertisers, such as Johnson Sr. Johnson, inlaunching Family Programming Awards to recognize 'family friendly'programming" (Kerwin & Neff, 2000).The Wall Street Journal is a company that is being selective with whichadvertisements it will print.The Journal rejected an advertisement promotingthe recent Victoria's Secret Wall Street cyber-fashion show, because the ad,featuring Tyra Banks, was a bit too revealing (Noack, 1999).Victoria Secretsubmitted a more conservative ad featuring another model and the Journal ranit.Other newspapers were more than willing to run the ad with Tyra Banks.The ad also appeared in The New York Times and USA. Today (Noack, 1999).16
Chapter 5CURRENT ACCEPTANCE AND EFFECTS OF THE SEX APPEALSIN CHINESE ADVERTISINGChinese Acceptance of the Sex AppealsIn Europe, the sex appeal, specifically nudity, is used to a great extent inadvertising campaigns.US advertising campaigns are progressing in that samedirection (Duke, 2000).The U.S. is not the only country moving in thatdirection; some Chinese advertisements use sex appeals.In a study using asample of 1,000 out of more than 5,000 specimens from 10 TV stations inBeijing, Shanghai, Guangzhou, Shenyang and Lanzhou, one-third of TVadvertisements exhibited sex discrirnination (Liming, 1998, pg. 21).Thefindings were mainly manifested by misusing images of women to solicitcustomers and promoting male supremacy which could be attributed toadvertising campaigns using a sex appeal.Advertising is not only used to sell goods; it communicates an image of abrand or company. Ads offer visualizations of individual identity as well as asense of belonging to certain groups, cultures, and lifestyles (Johansson, 1999,pg. 377).Advertisers choose images already present in the culture to create adsthey hope will sell products.Their choices of images of women in the mediaare more a result of social creation than the product of media reflection ordistortion (Glasser, 1997, pg. 87).17
Page 2 and 3: Digitized by the Internet Archivein
Page 4 and 5: INTERNATIONALADVERTISINGAND THE USE
Page 6 and 7: Chapter 5: Current Acceptance and E
Page 8 and 9: ACKNOWLEDGMENTSThe author wishes to
Page 10 and 11: C h a p t e r 2SEX APPEAL IN ADVERT
Page 12 and 13: man's crotch.Anheuser-Busch, known
Page 14 and 15: Chapter 3CULTURAL DIFFERENCES BETWE
Page 16 and 17: spinster, and widowed or divorced.A
Page 18 and 19: (The Economist, 1997).The loosened
Page 20 and 21: was displayed at the Victoria and A
Page 22 and 23: compared to 1.9 percent half-nude a
Page 26 and 27: Chinese models in ads express shyne
Page 28 and 29: society, but not literal portrayals
Page 30 and 31: i.duH3p4a cdaaS-HPQ o «uCUw_G d g-
Page 32 and 33: Higgins, L. T., Liu, Y., Sun, C. H.

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

Create successful ePaper yourself

Delete template?

Save as template?