Sex Advertising Controversy

It is not unknown that advertising is a powerful influence today and it is unlikely that one will go a day without seeing an advertisement. In fact, the average American citizen will be exposed to around 5,000 ads per day over a lifetime, becoming desensitized to their skewed messages. These advertisements range from ones promoting their product with humor or with sex appeal. Many of these ads with the purpose of sex appeal have caused major controversy with tactics of Photoshop and body-slimming. These advertising tactics are becoming so widespread that society has become immune to these harsh techniques. Advertising agencies want consumers to have a desire for the product, therefore, the edited models are representative of that appeal. As
This false concept of the “ideal body” has been around for decades, shaping how women view themselves and others around them. Though photographers use an intense amount of editing features on their advertisements, it is important to note that there are some models that are naturally skinny and promote their healthy eating habits online. There are trends arising in the advertisement industry regarding natural beauty and anti-slimming features. In some of these advertisements, curvy models are featured but there are also models on the pages that are naturally skinny. It seems as if everyone is slimmed down to a perfect proportion but models’ daily routines include working out, eating healthy and taking photos. It is no surprise that some of these models don’t need the extra editing to their bodies. However, many forms of advertising in society continue to overstep boundaries with excessive photo shopping, further linking to an immunity to the “perfect body” and demise of confidence among women
Likewise, Fashion magazines like Vogue with their glossy advertisements covering page after page represents the thin archetype. Many argue that the fashion industry has gone lengths to enhance their products, using models and excessive editing features. Mike Madrid, a well-known author, continues the argument stating, “…many feel the ultra-thin models used in fashion present the women with an unattainable, unhealthy body type” (Madrid 298). Many fashion magazines are full of advertisements of stick-thin women, portrayed in a sexual manner. Conversely, who is to say the consumers looking at these ads may not even be focused on the product but the models, themselves? Another study was conducted, where women ages 18-30 were told to look at five different fashion advertisements in magazines for a period of 15 seconds each. Using eye-tracking technology, they saw that many of their eyes focused on the slim figures of the models and body dissatisfaction greatly rose. Though there are limitations to these studies because of the homogeneity of the samples, there is evidence due to eye-tracking equipment that there is a greater focus on the model’s body features from skinny waists to large breasts, causing a surge in body discontent (Bury, Tiggermann, Slater 8). Marketers’ goal is for consumers to buy the product they are trying to promote through advertisements. However, if their