English 101 - the Truth Behind Advertising

Krizel Rodriguez

English 101

Oct 24 13

Essay 3 draft

The Truth behind Advertising

In the United States as well as around the globe, advertising is essential if people want a product that is successful in the market. Advertising has responded to changing business demands, media technologies, and cultural contexts. Normally you consider your target market, strategically find a way to competitively price your product, and how you want your advertisements displayed. But some companies in the industry stray from what is considered to be the "norm" and advertise in a very provocative form. Although many people around the world do not consider an advertisement to be influential in their purchasing choice, they are highly unaware of what these advertisements subconsciously encourage. As a result sex, dehumanization, and dominance are just a few things that advertisements subtly encourage.

If you are part of this world you can easily agree that you have in fact heard the term "sex sells". Sex sells is the use of sexual or erotic imagery. The product can be closely related to sex or is far from sex is an object can be, yet advertisers will find any way possible to relate the two. It is very easy to feel that you want an object simply because it is desirable or there is a sensual emotion connected to it. When you lack a certain something that you desire in your life a product that seems to fill that void is extremely desirable. "The right tie can make even the most casual evening more memorable" Jean kilbourne "Two ways a woman can get hurt": Advertising and violence page 422. Is the slogan that an advertising campaign for ties decided to use. In the print ad behind the slogan was a messy bed pictured with three ties strategically placed to suggest something sexual in nature. Products are no longer advertised in the way that they are that they are intended to be used but rather in a way that will evoke the most desire.

When you consider sex, it is easy to imagine a male or female are both instantaneously. In advertising, it has become normal to see people as objects rather than human beings. Advertisers will use a beautiful female with what they want you to think is perfect hair, makeup, and body and simply cover areas that should be private with their product. For example, advertisers covered city buses with an image of a naked female with her breasts and vagina covered by large watches. Also, Calvin Klein displayed an image of a very fit man naked with water splashing on him and a pair of jeans that can barely be seen as a cover for his penis. Although, there are times when a beautiful female and a hot guy can be admired and appreciated by the people that are looking at them, the advertisements are creating images that are both unhealthy and unrealistic for "average" citizens of the United