this particular ad, a man in his boxers is seated in a chair in front of a desk, holding a pamphlet that he put together for the company. The slogan for this ad states, In a small business, its just you and your work. The question that remains is what does this guy in his underwear have to do with computers or printers? Absolutely nothing. Another example of how sex is used to sell is in various Calvin Klein ads. In his ads, women are seen lying naked on the beach in seductive Liechty 6poses, as a man is seen fully clothed on the side of the ad. This ad is portraying that the women are waiting for the men to come and take advantage of them on the beach because they are wearing this unbelievable fragrance by Calvin Klein. How can a naked woman on the beach have anything to do with a fragrance? If anything, the water has already washed it off of her.Sex has been used to sell products for yearsthis method of sales is not a new idea amongst advertisers today. In fact, about 40 years ago, an ad campaign was launched for the Maidenform bra. This campaign ran for 20 years and consisted of many women of many professions acting out their fantasies or everyday tasks in their bras. These particular ads conveyed women dreaming about being exhibitionistic in body and in their abilities (Moog 22). When this ad and ads similar to this were published, feminists began to speak up loudly and proudly. In 1963, Betty Friedan, author of the infamous book, The Feminine Mystique, discussed in her book about the American advertising industry and how it manipulated the portrayal of women. She also charged the advertising industry with perpetuating and exploiting the oppression of women through the use of negative stereotypes. Friedan and her followers argued that these ads were clear and tangible evidence of a sexist society. The ads were everywhere and functioned as a frequent public reminder of the oppositions of females (Craig 3). After num...
