An analysis of the usage of sex in advertising

To enable effortless navigation, the sector has been divided into six subsectors. This subsector offers a broad range of data detailing marketing and advertising activities employed by companies of various sizes, as well as non-governmental organizations.

An analysis of the usage of sex in advertising

A lot of research over the years has taken a keen eye to those advertisements to see how they reinforce cultural stereotypes. Gender stereotyping has been at the center of much of this research. That website, of course, is just a collection of examples.

Are there data that speak to this issue of stereotype presentation in advertising? Overall, they found reliable evidence the women are portrayed differently than men in ways that conform to traditional gender roles and stereotypes.


Women were 4 times more likely than men to not have a speaking role Women were 3 times more likely than men to be presented as a product user rather than an authority Women were 3. In Thailand, things are this way! Within Europe, one of the most feminine cultures is the Netherlands whereas one of the most masculine cultures in Italy.

In a recently published studypsychologists tested whether these two countries would differ in their reinforcement of traditional gender roles in advertising.

For example, one study showed that ads in the Netherlands portrayed women in less sexist ways than in the UK. That is, women were less likely to be portrayed as sex objects and more likely to be portrayed in a working role. The researchers collected more than a thousand advertisements in total, some from the Netherlands and some from Italy, and they looked to see how men and women were depicted.


In general, women were more likely to be sexualized than men; they were more likely to wear seductive clothing, they were often more attractive than the men in the ads, and they were more likely to be objectified. As the researchers expected, though, these gender differences were significantly larger in Italian ads.

When it came to the roles that men and women played in these ads, though, the story is slightly different. Throughout the scholarly history of examining stereotypes portrayed in popular media, scientists have wondered what the relationship is between media and society.

On the one hand, some people think that the media mirrors culture. By contrast, there are other scholars who maintain that media has the power to mold culture. That is, people learn appropriate roles and beliefs by observing how people are portrayed in advertisements.

Indeed, some studies have shown that stereotypes presented in advertising has the power to cause negative outcomes. Interestingly, some researchers have examined trends over time.

An analysis of the usage of sex in advertising

One study analyzed thousands of ads over a year span and found that over time, role portrayals of men and women became more equal. Could these be separate issues altogether? Further research is needed to better understand the role culture plays in these advertising trends. Learn more about social psychology with a comprehensive video course on the subject.

Also check out the courses page for other opportunities to learn about self-control, persuasion, marketing, and understanding yourself. Stay up-to-date by subscribing here.On the other hand, sex appeal in advertising ranges from subtle to tasteless to sexist, and not everyone agrees where the lines are drawn.

Capturing Attention Sexuality is a fundamental part of the human experience, so it’s no surprise that it catches people’s attention. and Sex in Advertising: A Critical-Interpretive Study Jennifer Ford ABSTRACT This study examines sexualized portrayals of women in fashion advertising found in metro-sexual men’s magazines as visual rhetoric.

Historically, studies on sexual images of women in advertising have focused on content analyses of these images and how they affect women.

Sex in advertising is the use of sex appeal in advertising to help sell a particular product or service. Sexually appealing imagery does not need to pertain to the product or service in question.

Ad Age, a magazine delivering news, analysis, and data on marketing and media, published a list of Top most effective advertising of the. In his article “The Language of Advertising Claims,” Jeffrey Schrank says that although the use of color, symbols, and imagery in advertisements can be studied to determine their psychological techniques, the “simplest and most direct way to study ads is through an analysis of the language of the advertising claim,” because all the.

This analysis found that sex is a tool used by advertisers in almost every advertisement that appears in women's magazines, particularly those targeted at the youngest age demographics. Some products, such as fragrances, rely more heavily on the use of sex in their advertising campaigns than others.

Sex in advertising is the use of sexual interest as a tool of persuasion to draw attention to a particular item for consumption and it is considered one of the most influential tools of.

Media & Advertising | Statista