use of sexuality in advertising
TRANSCRIPT
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Use of Sexuality in Advertising
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ContentsExecutive Summary ....................................................................................................................................... 3
Introduction & Background .......................................................................................................................... 5
Survey Results ............................................................................................................................................... 9
Analysis of Survey ....................................................................................................................................... 11
The Pakistani Perspective ........................................................................................................................... 12
In Light of Famous Theories ........................................................................................................................ 13
International Perspective ............................................................................................................................ 17
Appendix ..................................................................................................................................................... 23
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Executive Summary
Advertising is the use of different media to promote products or send a message to customers
informing them about a certain product. In the world today, the use of sexuality as a tactic in
advertising has become quite common, including giving subliminal messages to the audience
which it may or may not understand to showing outright nudity which can cause an outcry in a
society like Pakistan but may still be respected and accepted in Western countries.
Advertising is one of the main sources of societal gender role definition and gender stereotyping
which consequently lead to changing moral and social values in a society. Sexual objectification,
desire and gender role specification can be seen as some of the direct consequences of liberal
advertising. In Pakistan, such ways of advertising affect four main age groups and the reactions
of each group is different; children (under 12 years old), teenagers and older boys and girls (13-
25 year old), adults (26-60 year old) and old age people (61 year old and above).
The use of sexuality and nudity in advertising is an ethical issue because, although it ultimately
seeks to send a message to the users and potential consumers about the product, in the process of
doing so, it might offend people because it tweaks their moral, cultural and religious values.
Some people dont find it effective to use such tactics, whereas some believe that it shouldnt be
used at all regardless of the fact that it is useful or not, while others think that this is one of the
main motivational factors why people sit and watch advertisements instead of flipping off to a
different channel.
Recently, one of the main concerns is how media has started showing men and women, both, as
sex objects. Of course, in a related contraceptive ad, subliminal or overt sexuality may be
justified whereas gender specific sexual objectification is not, but is it explainable in
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advertisements of household furniture or cameras? In Pakistan, such methods of advertising
affect the youth subculture and the way how kids perceive different things and work to be
associated with a certain gender. Also, generally, there is a lesser level of awareness and maturity
in the audience, so the underlying effective message does not get conveyed and/or is not
understood, but an outrageous angry reaction is immediately evident.
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Introduction & Background
Corporate society is a collection of human beings who get together to work toward one or more
goals. Ethics are the original relationship between one human to another. Therefore Ethics in
Corporate Society should be and/or are shaped by the ethics which affect the relationships
between humans.
Respect given to one human being in regard to the person themselves or their beliefs and values
is necessary even if theres a difference of opinion. If theres no respect, then the other person
has the right to retaliate or refuse to accept. In an ideal society, respect comes before trust.
Hence, acceptance, respect and trust build an image of the corporation. A corporation has to cater
to two different groups of people; 100 shareholders, and 100,000 customers. Now it is up to them
to decide which group of stakeholders should be given priority to improve brand image and carry
out their ultimate objective of profit-maximization.
In recent news, Toyota pulled off about 2.7 million cars from the market because of water pump
and steering problems, even though it cost them billions of dollars and yet there was no injury
reported[1]
.But this act shows that Toyota is a responsible conscientious company which cares
for its customers wellbeing. Actions like these are more evident because of increased awareness
and more consumer rights.
If a corporation breaks laws, then that leads to their doubtful ethical values. Ethics in our society
are not very visible because theyre not easy to pinpoint.
http://www.bbc.co.uk/news/business-20321932http://www.bbc.co.uk/news/business-20321932http://www.bbc.co.uk/news/business-20321932 -
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The development of humanity is an ever-flowing and ever-evolving process. In process of this
development, women have become more and more visible than ever before, working in
corporations, appearing in television, modeling for advertisements, etc. This was, of course,
inevitable because there has been a historic injustice with the women considering their role in
society and their rights and privileges.
In some cases in the present era, women are presented as commodities. Its not only related to
women though, men are also presented as commodities. They are used in advertisements to give
a sexual appeal so that, even if its not related to the product, the irrational part of the human
brain convinces audience to buy the product. The issue some conservative people raise is that the
Western media has gone too far, making the people to be used as commodities and in the process
of doing so, has lost its humanity.
This is the ethos of a completely free market economic system. However, as we know, a
completely unregulated free market is not a realistic possibility; government needs to play a role
too, and that role should include an enlightened regulation as opposed to a repressive regulation
which triggers rebelliousness.
Fahashi(Urdu: nastiness/obscenity/pornography) is a word used for liberal advertising by many
conventional people in Pakistan who do not favour such tactics in public media. However, as the
saying goes, One mans decency is anothers indecency. Meaning to say, that if theres a
model on a catwalk, who is displaying more of his/her body because of the design of a certain
type of clothing, its his/her decency because thats his/her job to do so, and that he/she earns a
living from that. On the other hand, a person sitting in front of TV watching that fashion show
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might outright claim him/her to be an indecent man/woman, which shows that for the person
who is watching, it is indecency.
Regulation, as discussed above, can be implemented through bodies like Pakistan Advertisers
Society (PAS), Advertising Association of Pakistan (AAP), Pakistan Electronic Media
Regulation Authority (PEMRA), etc. What is needed in our society is also a Council of
Complaints, where people who are uncomfortable with anything shown in advertising can
complain about it. There is another vacuum present where there should be an Advertising
Standards Authority.
Common agreed standards are present in the society though. For example, not even a foreign
woman can wear bikini in this society. Similarly, a man cannot wear very expressive clothing.
This is because it is considered too aggressive and crude. A similar example is of the ban on
hijab in France. If we see it from a logical reasonable point of view, it is justified because as
women cannot wear bikini in Saudi Arabia, women are not allowed to wear a hijabin France. A
society can have reciprocal rules where it can justify itself.
There are certain basic rules in the field of advertising as well. The American Advertising
Association specifically asks companies to not quote figures in their advertisements. Similarly,
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advocacy, purgory, testimonial, celebrity claims, sublimation, use of children and/or women, are
not preferable.do not do advocacy.
As Mr. Akhtar Mahmud, CBOBrand Image and Course Instructor for Advertising at Institute
of Business Administration, Karachi, very succinctly says, Its difficult to draw an ethical line.
Anybody who believes in ethics shouldnt study marketing. He thinks that ethics is a very
relative and subjective concept, because everyones ethics are different due to the various
cultural, religious and social influences. Big corporations, who are on one hand preaching good
ethics and practicing Corporate Social Responsibility, usually trespass their border lines
regarding ethics. An example can be of the Slice ad with Katrina Kaif, which was subliminally
and sexually too suggestive. He says that in Pakistan, only subliminal advertisements work
because people like to see sexual appeals and sexual innuendos since, because of the countrys
values and traditions, overt and liberal advertisements cannot be used. Therefore, as long as
nothing harms a person, it is well and good in advertising.
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Survey Results
In order to find out the opinion of the general public, a survey was held in IBA City Campus.
Randomly selected individuals were shown some photographs of Pakistani print advertisements
and their opinion on the photographs were recorded. The following graphs show the survey
results:
This pie chart shows that almost 22% of the people who took the survey said that it was
acceptable for companies to make use of explicit content in their advertisements. However, 78%
thought that this was wrong.
The people who took the survey were asked why they thought in this way. They were given a
series of options to choose from. The following chart shows the distribution of the options they
chose.
Acceptable
22%
Not Acceptable
78%
Is Explicit Content in Advertisements
Acceptable?
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Freedom ofExpression
SpreadAwareness
HighProfitability
Freedom to NotWatch
Why is it Acceptable?
Why is it Acceptable?
0%
5%
10%
15%
20%
25%
30%
Why is it Unacceptable?
Why is it Unacceptab
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Analysis of Survey
The survey results show that a clear majority of people are of the opinion that explicit content in
advertising is unethical. They feel that sexuality portrayed in advertisement, whether they are
TVCs or print media, are a threat to the very sensitive familial values that exist in a typical
Pakistani household. Because these advertisements destroy the way cultural norms are perceived,
they are a potential threat to the mindset of the people existing within a society.
Many participants of the survey rated religious values as the most important factor when
considering the acceptability of inappropriate content in advertisements. They feel that by
exposing such content as a cultural norm, they are spreading sinful thoughts and actions in the
minds of the viewer. This is bound to effect and manipulate the youth.
People with a more economic perspective to this issue, rather than a cultural outlook, felt that
showing explicit content in marketing campaigns and advertisements makes the campaign work
too welland this is unethical because the tool that is being used to convince people is actually
misrepresenting the product being sold. Others thought that by using suggestive and hinting
signs, especially of the sexual nature, the advertisement is manipulating the buyer and is coercing
him or her to buy a purchase that he or she does not need.
Others that felt that showing explicit content is acceptable thought so because it led to higher
profits for the company because such advertising campaigns can be viral and highly fetching.
Some of the content shown is done to spread awareness on sensitive issues. It is, they believed,
the companys freedom of expression to show whatever they wanted. The viewers have the
option to not watch any content that they feel unfit.
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The Pakistani Perspective
The use of explicit content in advertising can be understood more deeply if the Pakistani
perspective is taken into account. There are many factors that come into play when one discusses
why inappropriate content in shown in Pakistani media, despite the pressure exerted by religious
groups and certain extremist organizations.
Pakistan is becoming an increasingly attractive market for multi-national companies. These
companies bring with them the marketing campaigns that have been successful in many western
countries and try to apply the same campaigns in Pakistan too. This is one of the biggest causes
of the exhibition of inappropriate content in Pakistani Media.
As the Pakistani society becomes more open-minded due to higher urbanization, education and
globalization levels, it is becoming more receptive to explicit content. Dresses and themes that
were considered absolutely repulsive 10 years ago are now part of popular media. This transition
has translated into the exhibition of content that is now under debate. The arguments for and
against will be carried out in the next section.
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In Light of Famous Theories
Utilitarianism:
The Utilitarianism principle holds that an action, for it to be considered permissible, should be
judged on the grounds of cost and benefits analysis. If the benefits outweigh the costs then the
act is tolerable; however, it is considered unethical if it does more harm than good. In short, an
action is found ethical if it reduces suffering and causes happiness.
Sexually explicit content can be considered ethical in the eyes of a utilitarian. Attaching a sexual
appeal to products or services in advertisements can lead to a growth in demand, resulting to a
growth in production; followed by increased consumption and growth in Gross Domestic
Product (GDP). Although the benefits out-shadow the costs, critics argue whether or not harm
caused to the society, children in general, can be quantified. Children exposed to such explicit
material may grow an urge to go about in the wrong direction, causing the society greater harm
than good in general. Though, when brought utility is concerned, such advertisements do greater
good as they increase production and benefit the society as a whole, resulting to a better
economy.
Libertarian:
In contrast with the Utilitarian perspective on showcasing sexual content in advertisements, the
Libertarian view goes at an extreme. The costs of harming the social and cultural values of a
society are sidelined. The view finds the government to have the least amount of intervention
regarding such activities and that a company should be allowed to conduct whatever it wishes to
for increased growth opportunities. There should be complete liberty and freedom and its the
companies that hold the right to draw the lines of what sort of content is permissible and what
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not. Hence, making use of sexually explicit content is not unethical and companies have
complete rights to include explicit material in their advertisements. There should not be any
coercion from the government or any other entity which takes the respective right away from the
company.
Kants Categorical Principle:
By far the most controversial view on sexually explicit advertisements can be found in Kants
Categorical Principle. Kant suggests one should undergo or do what he himself would be ready
to experience.
Act only according to that maxim whereby you can, at the same time, will that it should become
a universal law is the famous quote of Kant. Having explicit content can be justified by th e
statement, yet also considered unethical. It all depends on the mind of the marketer and his
perception regarding the showing of such material publicly. In general, societies are made up of
individuals who come from different cultural backgrounds, all with different mindsets.
Advertisements have great outreach and do not reach a small number of people. It reaches to a
huge mass. Hence, when evaluating whether or not an individual would be comfortable with him
seeing such material over advertisements, he needs to decide whether he himself would be ready
to allow all the individuals of a society, to whom the advertisements reach, to treat him of act in
the same way.
Thus, Kant emphasized that an ethical act is one which an individual undergoes, and also is
ready to allow others to practice. Majority of acts which one performs are those which have a
direct contact to one person or two; however, advertisements by nature reach a huge mass. So
deciding whether or not one would be ready to allow another company to make use of the same
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sort of explicit content, the individual needs to question whether or not he would be ready to
witness the whole population follow the same footsteps, breaking all barriers gradually.
Islamic Perspective:
The Islamic perspective takes into account the idea that advertising plays an immense role in
developing the foundation of any product/business and also encompasses the principles of Rights
& Duties and Justice & Fairness in its limelight. According to the respective perspective,
advertising has gone far greatly, and showcasing explicit material is strictly not permissible.
Sexually explicit material manipulates beliefs and makes one believe what is not true,
unconsciously. A hadith which discusses what claims advertisements can make can be drawn
from:
The two parties engaged in a transaction have the choice of either going ahead with the
transaction or canceling it, until they part. If they are open and honest, their transaction will be
blessed for them, but if they conceal things and tell lies it will destroy the Barakah (blessing) of
their transaction. (Narrated by al-Bukhaari, no. 2079 (2/82-83)
Though explicit material is completely banned, it can also be inferred that Kants golden words
can somehow relate to the following hadith:
None of you truly believes until he wants for his brother what he wants for himself. (Narrated
by al-Bukhaari, no. 13 (1/2),
Thus, besides allowing advertisements, the perspective clearly states that the advertisements
should contain nothing that violates the sanctity of the pure shariah, such as advertising haraam
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things or being accompanied by things that are not allowed and showcasing women, who do not
follow the Shariah guidelines.
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International Perspective
In the West:
From the beginning, sex has been used extensively in advertisement and marketing campaigns.
In the past attractive women were illustrated in posters, ads, signs for tobacco, tonics and
saloons. In some cases, sexy advertisements have been the sole reason for increased sales and
interest. Pearl Tobacco Company is claimed to have used sex in advertising in 1871. This was
the earliest known use of sex in advertising. There was a picture of naked maiden on the package
cover. W. Duke and Sons in 1885 inserted sexually provocative cards in their cigarette packs.
Duke had become one of the leading cigarette brands by 1890.
Woodbury became a profitable company after it used images of intimate romantic couples for
their brand of facial soap. Jovane Inc revenue grew more than 300 percent in 1978 when they
claimed through their ad that their perfume fragrance increases sexual attraction.
Calvin Klein infamous ad and tagline Jeans are about Sex are still fresh in minds of many
people. This tagline helped increase the sales of the brand a lot. Also Clairol hair dye during the
1970s also used sexual advertisement extensively to increase the sales of their product.
Calvin Kleins advertising campaign showed teenage models wearing underwear and jeans.
These ads had to be withdrawn after the protests and threats of child welfare groups. Hudson
stores disassociated themselves from the ads. Also the Justice Department led an inquiry into the
advertisement over child pornography and exploitation laws violation.
In the West, due to increased tolerance and tempered censorship, increasing buying power of
previously neglected appreciative target groups, have led to a marked increase in the share of
attractive flesh 'on display.
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8 out of 100 ads in the Ad Ages Top 100 most effective advertising of the century involved
the use of sex.
According to Gallup survey, it is reported that in more than 50 years of testing of advertising
effectiveness, erotic ads are more effective.
In the US, the Federal Trade commission is responsible for regulating advertisement. In UK it is
the Advertising Standards Authority. In the west the laws regarding the advertisement are more
relaxed when it comes to use of sex in advertisement. They are more tolerant and liberal
societies. What a Pakistani or Indian would consider vulgar might not be vulgar for the west. For
example women wearing Bikini in US is considered a normal routine.
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India:
India is considered a conservative and traditional country like Pakistan. Sex in India has always
been a tabooed topic. There are many companies in India, using sex in their advertisement to sell
their products which range from perfumes, jeans, innerwear, facial creams, cornflakes,
innerwear, and biscuits to even paan masalas.
Sexual ads have always been a source of controversy in India where several organizations and
activist protest against the use of sex in ads. In 1990s there was a provocation footwear
advertisement which caused womens activists to attack the Delhi office of the advertising
agency that made the ad. The ad showed a model sitting on a stool dangling a shoe, with the
body copy reading: 69% of Italian women would love you to slip into them.
Recently Indian government suspended television advertising for Axe men's deodorant, made by
Mumbai-based Hindustan Unilever Ltd. The ad shows a man transform into a walking chocolate
figurine after spraying himself with Axe's Dark Temptation deodorant. As he walks through the
city, women throw themselves at him, licking and biting off various parts of his body. Majority
of people found it offensive that the woman was biting the chocolate mans bottom.
Last year there was a controversial advertisement campaign for wild stone deodorant. It showed
a young women wearing sari that bumps into a young boy after being distracted by his body
spray. In the end they end up in bed naked where they appear to have sex. This ad caused big
controversy in India. Post this ad, The Indian government's Ministry of Information and
Broadcasting issued a statement warning television channels not to broadcast the television
commercials following a rash of ads featuring voracious women and "libidinous" men.
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According to the famous marketing guru Harish Bijoor, Indian advertisements have run out of
ideas. In the 36 years of advertising, they have exploited humor, pathos, emotions. Now its the
turn of sex. 54 percent of the population in India is below 25. So sex can be a huge attraction for
people to buy products. According to him, Indian advertising cant be complete without sexual
advertisements.
Also sexual ads have proved successful and effective for many brands in the recent past.
Amrutanjan saw a 25 percent growth in their sales in the last 6 months after their controversial
sexual ad featuring Savita Bhabhi lookalike model.
Also Fastrack saw a 40 percent growth for their product line in 2011-2012 after its sexual ad
campaign featuring Genelia DSouza and famous Indian Batsmen Virat Kohli.
In India, Advertising Standards Council of India is responsible for regulating the ads which
appear indecent, vulgar and appear to denigrate women. It is responsible for modifying and
withdrawing objectionable ads from broadcast. It is under the control of Ministry of Information
and Broadcast in India.
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Muslim World:
In many Muslim countries the advertisement campaigns are not based on Islamic business
practices and hence create a social dilemma. In Islam, women are not allowed to show any part
of the body except face, hands, and feet. Showing any part, expect for the mentioned is
considered as a sexual stimulant and thus inappropriate for public presentation.
Sexuality in advertisements is a critical issue which the Muslim countries also face. The intensity
varies between the Muslim countries. In Saudi Arabia the whole advertisement campaign has to
be changed as it is strictly prohibited to show body parts except face and hands. While in UAE
the same version of advertising campaign, as designed for the USA or Europe is used due to the
more liberal nature.
In Iran and Saudi Arabia,
there are strict laws
against controversial
advertisement. Those
companies and agencies
responsible for designing
the ads and those
broadcasting the ads could
face strict penalties and
heavy fines. While on the
other hand, liberal Muslim
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countries like UAE and Lebanon have advertisements in which women are depicted in sexually
provocative manner.
Customers, because of the social as well as Islamic norms of the society, do not like the free
advertisement of condoms on television and print media. Currently many companies in Muslim
countries advertise such product that appeals the sexuality.
Contrary to Islamic believes and ethical system, in many Islamic countries like Pakistan,
sexuality is used in advertisement to increase the sales of the products.
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Appendix
Surv ey Ph otographs:
(Left): Jewel Collection by Saba Ghauri. (Right): Shamaeel Ansari Collection
(Left): Magnum Classic Campaign (Right): Slice Amasutra Campaign.