vis 119) Finnish yogurt makers ran an ad with hot, young, well-built Finnish boys holding containers of yogurt, with the slogan "Less fat, more taste.... Eat it." This aroused a scandal and nationwide debate. A formal poll was conducted on these ads and some interesting statistics were produced. Two-thirds of respondents were male, and two-thirds thought the ad was sexist. There was a sharp contrast in the female contingent, as the vast majority of whom thought the ads were sexy and quite acceptable. (Davis 243) These statistics just prove that when the shoe is on the other foot, women view ads much in the same way that men do, and men too are offended at seeing themselves portrayed as objects. Nowadays everyone seems so sensitive about anything brought up in the media. "Even when it comes to the etiquette of using sex appeal in advertising, it seems that there is a wrong way (exploit women) and a right way (exploit men). The pendulum has swung the other way now. If one is to gaze upon an exposed chest in an ad these days, chances are it belongs to a man. Male models have emerged as the politically correct "babes" of the 90's. Yet, pray tell, where is the massive public outcry?" (Goffman 188) Mediawatch, an organization that "monitors" the depiction of women and girls in the media, admits that you certainly see more naked male flesh today, than you did three years ago. They contend that the effects of objectification on men and women aren't equal because "men and women aren't equal to begin with." Isn't a double standard, by any other name, still a double standard?" (Goffman 109)There is another more serious problem then offending the genders, with sex in the media today. "Advertising images featuring young models in suggestive poses are sending out sinister messages to pedophiles," according to one of Australia's leading forensic psychiatrists, William Glaser. He argues that some advertising messages are giving pedophil...
