ETHICS IN MARKETING 2
Ethics in Marketing: Sex in advertising
Theory
Sex in advertising and sexually explicit products is a big and problematic subject in
society today, and this is for numerous reasons. For starters, there is a lack of self-control and a
lack of moral and ethical value within individuals, and there are still quite a few people who
don’t seek God first nor do they care to try to live a life that is pleasing to Him. Not only that, but
this is also an issue that affects everyone, including children.
Even if the advertisement isn't targeting the children of this target group, advertisers still
need to think about how the parents would feel if their kids were exposed to such content. There
is no limit to the creativity that businesses and marketers may use to promote their goods and
services; therefore, they should employ those ideas in a tasteful manner. Advertisers can use
sensuality and sex appeal in a variety of ways without doing harm to their brand or being
detrimental to others.
Research
Despite the fact that their strategies and content are not necessarily suitable for younger
audiences, children frequently witness advertising and marketing efforts that are typically created
with adult consumers in mind. Because of this, there are a variety of regulations designed to
protect children from specific types of marketing and advertising. While it is not strictly
prohibited, the CAP Code restricts the amount of advertising that is directed at minors. Generally
speaking, the Code mandates that marketers thoroughly evaluate their target market. The primary
principle of non-broadcast advertising is that it should use prudence when presenting images of
or addressing children directly in promotional materials (Luchian, 2022).
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With so many commercials vying for viewers' attention, marketers have tried a number of
persuasive strategies, such as using sexual appeals, to make their messages stick out. "Persuasion
is a strategy that uses words, images, and/or actions by models to evoke sexual thoughts,
feelings, and/or arousal in a target audience" (p. 169), which is how Wirtz et al. (2018)
characterized a sexual appeal. A number of variables have been put up to explain why sexual
solicitations are seen as effective. One of these is that sexual attractions make the viewer feel
good, which in turn makes the company feel good and boosts sales (Lawrence et al., 2021).
Research showing that sexual commercials cause psychophysiological effects, such as an
enhanced galvanic skin response, has backed this strategy of fostering positive customer attitudes
and powerful emotional responses. On the other hand, there is conflicting experimental data
about whether or not "sex sells" in television advertising. While some studies have found that it
improves memory for the product and purchase intention, other studies have found no impact.
Using new stimulus materials and implicit and explicit memory measures (Lawrence et al.,
2021).
Furthermore, those opposed to sexual commercials claim that they foster a sexualized
culture, objectify and exploit women, and perpetuate negative gender stereotypes. Furthermore,
research has indicated that sexual marketing has the potential to adversely impact customers'
opinions of the business, especially if the campaign is interpreted as impolite or inappropriate
(Allo Health, 2023). Studies show that sexually explicit advertising can have a big impact on
consumer behavior. When exposed to sexual commercials, people are more likely to spend more
money than they intended to and make rash purchases. They also have a higher likelihood of
feeling dissatisfied with their bodies and participating in risky sexual behaviors. This is due to
ETHICS IN MARKETING 4
the fact that sexual advertising usually creates inflated standards for both physical attractiveness
and sexual behavior, which leads to low self-esteem and a negative self-image.
Discussion/ Solution
Furthermore, the notion that “sex sells” has traditionally been associated with a stigma.
Businesses and marketers should put more emphasis on their inventiveness and abandon their
attempts to follow the simple road by using the same tactic or plan that everyone else does (sex
sells). Businesses should use prudence when using marketing strategies, especially when
applying the "sex sells" mentality. If advertisers choose to utilize less creativity in their work, the
cost of doing business might be permanently harmed. Businesses may deliver better morally and
practically sound results by studying the purchase habits of their target market. Instead of
focusing so much on sales, they ought to take the time to evaluate if taking a chance is
worthwhile while not just keeping younger viewers' eyes in mind but being thoughtful of
everyone.
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References
Lawrence, H., Furnham, A., & McClelland, A. (2021). Sex Does Not Sell: Effects of Sexual
Advertising Parameters on Women Viewers' Implicit and Explicit Recall of Ads
and Brands.IPerceptual and motor skills,I128(2), 692–713.
https://doi.org/10.1177/0031512521990352
Luchian, Maria. Advertising and marketing to children. (2022, February 22).
www.taylorwessing.com. https://www.taylorwessing.com/en/interface/2020/protecting-
children-in-the-online-and-social-media-age/advertising-and-marketing-to-children
The Impact of Sexual Ads on Society | Allo Health. (2023, July 25). www.allohealth.care.
https://www.allohealth.care/healthfeed/sex-education/sexual-ads
Wirtz J. G., Sparks J. V., Zimbres T. M. (2018).IThe effect of exposure to sexual appeals in
advertisements on memory, attitude, and purchase intention: A meta-analytic
review.IInternational Journal of Advertising,I37(2), 168–131.
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