airstyles. Although Canadians have improved their broadcasting standards, not everyone is completely following their trend. In an intensive study done on American programming, it was found that a sexual act or reference occurred every four minutes on average during prime time. (p.59) "Sex Sells," the old adage goes. (Menzies, 1996, p. 9) Sexiness, as a component of the good life, is a staple for advertisers - Coca-Cola decorated its drug-store posters at the turn of the century with coquettish young women who male drinkers wished to date and female drinkers to emulate. (Carter, 1996, p. 53) 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 pole 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 (Holland, 1996, p.31) These stats just prove that when the shoe is on the other foot, women view ads much in the same way that men do, and men 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?" (Menzies, 1996, p. 9) Mediawatch, an organization that "monitors" the depiction of women and girls in the media, admits that you certainly see more naked male fles...
