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McNulty Essay 3 FINAL| 1

Kristin McNulty Professor Laughton English Writing 102 10/24/2013 1924 wor s !e"uality in # $ertising% &s it Worth the Price' &t is unfortunate that (hysical attracti$eness an se"iness sells so well) # $ertising agents *now this fact an use se" a((eal often to sti+ulate their (ro ucts sales, (ro+ote +o$ies, -. shows, cars, (erfu+es, an al+ost anything that your +oney can /uy0 -hey create co++ercials that (ro+ote se"uality to the fullest /y hiring gorgeous actors an actresses, ressing the+ in su+(tuous clothing that /arely co$ers their large /reasts or other /o y (arts, in or er to (ro uce a scintillating effect in the +in s of the custo+ers0 -his alluring i+age is increase further /y the use of e"(ensi$e an se"y clothing an accessories, all with a se"ual aura to create a (owerful esire for the a $ertise (ro ucts0 When is the last ti+e you saw an a for a +o$ie that containe nothing /ut re(ulsi$e, o$erweight, an co+(letely clothe actors' When is the last ti+e you saw a +o$ie that i not contain so+e se"ually /ase content' 1n the contrary, in the early years of cine+a an fil+, se" an na*e ness were not welco+e , the i eas were consi ere o/scene, an if they were use it was /rief an often isguise 0 While the increase usage of (hysical attracti$eness an nu ity in +ar*eting an fil+s, s(ecifically use to ta*e a $antage of the hu+an2s natural an (ri+al res(onse to se"ual sti+ulation has ha a /eneficial +onetary effect on the sales of +any co++o ities, the har+ one to our society as a whole far outweighs the (ositi$e0

McNulty Essay 3 FINAL| 2

&n the early 19002s, se"uality an nu ity use in (hotogra(hy an fil+ was thought to /e i++oral, (ro$ocati$e, an o/scene0 .arious grou(s of (eo(le fought to ha$e the unwelco+e content censore an re+o$e 0 1n stage nu ity was not (er+itte an contrary to what can /e seen in fil+s or (hotogra(hs to ay, the content was si+ulate or allu e to0 Nu ity coul /e inferre without actually using it, for e"a+(le, an actress coul wear a nu e colore /o y stoc*ing that woul +a*e her a((ear na*e 3 howe$er, in reality she was not na*e 0 #nother way to li+it the use of se"uality an nu ity was to ha$e the (ri$ate (arts of the su/4ect, +o el or actor o/scure in so+e +anner such as using long hair to co$er the /reasts or the use of sheer +aterials that woul allow a gli+(se of, /ut not a full uno/scure $iew of the /are s*in0 5urther+ore, ue to the outcry of +any (eo(le who i not a((ro$e of the i++orality, along with the creation of censorshi( /oar s, +o$ie stu ios create -he Motion Pictures Pro ucers an 6istri/utors #ssociation0 -heir thoughts were to hea off i+(en ing fe eral regulations an they create a list of 7 on8ts an /e carefuls9 to infor+ +o$ie (ro ucers of what to watch out for in the future0 -his list an its future transfor+ations /eca+e *nown as the :Pro uction ;o e90 5or +ore than three eca es the co e was a here to an fil+s re<uire certificates of a((ro$al0 =owe$er, uring the 19>02s nu+erous fil+ irectors $iolate the co e2s /oun aries an aire fil+s without certificates of a((ro$al, hence the wea*ening of the Pro uction ;o e0 &n reality, the co e lac*e real enforce+ent ca(a/ility an so+eti+e in the late 19?02s it was a/an one altogether0 ;oinci entally, the li+ite use of (ro$ocati$e an se"ual content has change ra+atically throughout

the years, an censorshi( of se"ual content has /eco+e <uite a/horrently lenient0

McNulty Essay 3 FINAL| 3

@enerally, the use of se" to +ar*et or (ro+ote +o$ies, /oo*s, +agaAines, tele$ision, clothing an +ore is a conce(t that utiliAes (ri+al instincts e+/e e in the

(hysical genetic +a*eu( of hu+ans0 &t has /een sai that we ha$e two (ri+al instincts an that satisfying these instincts is +ore i+(ortant than anything else0 5irst we ha$e a (ri+al instinct to satisfy our hunger, an secon ly is the ri$e to (rocreate0 -he first fun a+ental instinct is not ifficult to un erstan Ba :no /rainer9C0 Without nourish+ent we cannot sur$i$e0 -he secon fun a+ental instinct is a little +ore co+(le" an is another essay in itself3 howe$er, & will try to e"(lain it si+(ly0 -he nee to (rocreate is also for sur$i$al, /ut to sur$i$e as a race rather than to sur$i$e in i$i ually0 -he act of intercourse is necessary for the creation of another hu+an /eing an the se"ual act itself is not all that co+(le", /ut the feelings that arise within the hu+an /o y /efore, uring, an after se" are e"ce(tionally co+(licate 0 -his (sychological co+(le"ity within the hu+an /o y is right where the use of sensual i+ages an other se"ual content as a +ar*eting tool is irecte 0 !e"ual arousal is a $ery strong feeling, it is al+ost irresisti/le, an for so+e it is irresisti/le0 #gain it is genetics3 esire, (hysical attraction, an se"uality are a (art of that (ri+al instinct to (rocreate an ha$e se", an we all are (re is(ose to act u(on that (ri+al urge in one way or another0 Desearch has shown that the +ore se"ually oriente the (ro uct (ac*aging is the greater the res(onse to the (ro uct is. Maxim an other :+en2s9 +agaAines often e"(eri+ent with their co$ers an they ha$e foun that when there is a se"y an (ro$ocati$e wo+an on the co$er it outsells the +agaAine with a se"y +ale counter(art on the co$er e$ery ti+e0 # itionally, they ha$e foun that +en in (articular will res(on to se"ual sti+ulus0

McNulty Essay 3 FINAL| 4

;orres(on ingly, when the res(onse to the (ro uct B$ia se"ual sti+ulationC was increase , (rofit +argins soare si+(ly /ecause sales ha /een i+(ro$e 0 &n essence, there has /een a relentless increase of se"ual :feel goo 9 sti+ulus $ia the (hysically attracti$e (eo(le Bscantily cla or notC, use in +ar*eting, +o$ies, co++ercials, +a*eu( a s, -. shows, +usic co+(act isc co$ers an $i eos, clothing, iet (rogra+s, an a infinitu+ which correlates to a corres(on ing increase in

financial gain for each co+(any that uses this as a +ar*eting tool0 While stea ily increasing an a/using the a/ility to use se" as a +ar*eting tool o$er the (ast few eca es, the a $ertising in ustries, +o$ie +a*ers, an others whole hearte ly /elie$e it woul /e a (oor /usiness ecision to ignore the o/$ious /enefits0 We ha$e gone fro+ watching Lucy an 6esi slee(ing in se(arate /e s in I Love Lucy B19>1E19>FC to watching shows li*e CSI Miami, an Burn Notice /oth of which ha$e scantily cla se"y +en an wo+en in uncounta/le nu+/ers0 Li*ewise, & recently foun an online a $ertise+ent for Gilly Hicks Ban un ergar+ent line /y Abercrombie & Fitc C that /lew +y +in 0 & ha no i ea this ty(e of a was acce(ta/le here in the G!#0 -he a ha si" $ery tan, $ery +uscular, an $ery nu e +en stan ing si e /y si e Bwith na*e /uttoc*s facing the ca+eraC, in the center was a thin, attracti$e wo+an wearing a s*i+(y /i*ini front facing the ca+era0 -he wo+an ha one han resting on the na*e /utt of the +an to the right of her an her other han was resting on the na*e /utt of the +an to her left of her0 #fter /rowsing aroun the internet loo*ing for +ore of their a s & foun that this is not an unusual +ar*eting sche+e for Abercrombie & Fitc , an this na*e +en si"E(ac* a was rather ta+e co+(are to so+e of the other a s that & foun , an (rofits were :titillating higher9 than 4ust a year /efore the :nu e$ertising9 /egan0

McNulty Essay 3 FINAL| 5

itionally, in *ee(ing with +y thoughts a/out the a $ertising style of #/ercro+/ie

H 5itch & rea a wo+an2s co++ent on a /log that (ro+ote the Gilly Hicks a s Ba+ong othersC3 she state :-his (age is in horrific taste0 -eens ha$e enough stress in their li$es without a s that (er(etuate a /elief this is acce(ta/le /eha$ior0 & will ne$er sho( in your store an will encourage e$eryone & *now to also /an your store09 &n +y o(inion, young chil ren an teens are /eing o$er e"(ose to se"ual content far too early in their li$es0 -hey are e"(ose through +usic, $i eo ga+es, -., +o$ies, an the co+(uter, an that is 4ust a s+all list0 !e"ual i+ages (er+eate the +ar*et (lace an the (ercentage of se"ual content that chil ren an young a ults are e"(ose to has risen su/stantially fro+ >?I to ?JI in a short twoEyear (erio states an article for #K; News title :@M#% ;hil ren 1$erlyEE"(ose to !e"0 6es(ite +e ia in ustry clai+s, the e"(osure to this +uch se" is not goo for the+0 &t is to"ic an a+aging to the health an wellE/eing

of all our chil ren an young a ults0 ;hil ren are starting se"ual relationshi(s sooner, an as a +atter of fact research has (ro$en that in the F02s an J02s an increasing nu+/er of chil ren were engaging in se"ual intercourse0 Ky the 199> +ore than 24I of girls an 2FI of /oys were se"ually acti$e /y the ti+e they were fifteen years ol 0 Keing se"ually acti$e is a huge res(onsi/ility3 chil ren o not wholly un erstan the ra+ifications of the se"ual /eha$ior0 -een (regnancy an se"ually trans+itte iseases ition

are 4ust two of the (ossi/le trou/ling conse<uences of /eing se"ually acti$e0 &n a to /eco+ing se"ually acti$e sooner, the /arrage of infor+ation that o$erloa s our

chil ren to ay regar ing se"uality an (hysical a((earance can a+age a chil 2s selfE i+age0 -he constant /arrage of i+ages of :gorgeous9 +en an wo+an can lea to feelings of self loathing an hate for their own /o ies0 &t can contri/ute to the

McNulty Essay 3 FINAL| 6

+anifestation of eating isor ers an chronic e(ression, an /or rug a an girls ali*e can suffer fro+ eating isor ers an this can lea to an a

iction0 Koys iction to iet

(ills or s+o*ing in or er to lose the weight0 Moreo$er, +ost runway +o els ha$e a /o y +ass in e" that +eets the criteria for anore"ia, an twenty years ago a fashion +o el2s weight a$erage only JI less than the a$erage wo+an co+(are to the 2?I less to ay0 &n the long run, our chil ren are learning that se"uality, nu ity, an (hysical /eauty is success, (o(ularity, an ha((iness, an at the sa+e ti+e e$elo(ing unhealthy /eha$iors an attitu es a/out the+sel$es an their /o ies0 5inally, growing u( is (ainful enough without the a e stress of trying to /e

so+ething you are not0 6es(ite the ifficult challenges life han s you, such as your first s*inne *nee, first faile e"a+, first /ro*en heart, the eath of a lo$e one, or +a4or financial trou/les the wal* of the life fro+ /irth to a ulthoo is a 4ourney to /e cherishe an en4oye 0 #s a chil you learn to wal* an tal*, rea an write, (lay an +a*e frien s, an e$entually you learn to create fa+ilies of your own0 -hat is the 4oy of life, /ut it is easier sai than one0 With a constant flow of infor+ation, goo an /a , our ecisions an /eha$iors are influence 0 -he ti+e that a chil s(en s watching, rea ing, an (laying coul /e character /uil ing0 -hese acti$ities hel( to +ol their (ersonalities an characters, an shoul /e ins(irational an u(lifting0 -hey shoul hel( the+ to feel goo a/out who they are an not (ro+ote a :less than9 feeling0 5urther+ore, +e ia, -., +o$ies, $i eo ga+es, an internet surfing shoul not cause a esire to /e thinner, richer, stronger, se"ier, or +ore (o(ular0 &t shoul not (ro+ote the aging of a chil or young a ult0 1ur /o ies are our te+(les an we ought to lo$e who we are for what we are0 !e" is so+ething to /e ta*en seriously an it is unfortunate that /ecause of the

McNulty Essay 3 FINAL| 7

a $ertisers who +isuse it for their own gain it has lost its +eaning0 #fter all, it is a gift of life that shoul /e res(ecte , cherishe an lo$e 0 &t shoul not /e /ought an sol , /ut unfortunately it sells so well0

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