Sex in Advertising
“Graphic design, like any form of communication, has ethical implications”. Using the work from a range of designers, discuss ways in which designers have negotiated this issue.
This essay will discuss the ethical implications of graphic design using a range of designers work. The ethical implications discussed will be concerning sex in advertising and whether or not designers have negotiated with the ethical issues that arise from the graphic design of advertisements. The term ‘ethical’ is defined by MacLeod (1987) as a conduct that is considered morally correct whilst ‘implications’ are outlined as a consequence of an action. Therefore the ethical implications in this essay refer to actions that may have morally conflicting consequences. Based on the notion that designers do consider ethical implications in sex in advertising (Rotzwell and Christians, as cited in Drumwright and Murphy, 2004, p.8) this essay will examine designers to see if and how they are negotiating these issues. The essay has been organized in the following way. The first point to be considered is whether sex does sell to consumers. Secondly the theories of designers and ethics will be reviewed. Following this, three companies: Victoria’s Secret, Calvin Klein and Abercrombie and Fitch will be investigated to see how their designers negotiate ethical issues within an industry.
Sex in advertising is most commonly used in image-based products such as alcohol, cigars, fragrance, cosmetics and fashion (Korn, 2006, p.2). Korn also maintains that the main target audiences for sex in advertising are twelve to seventeen year olds because of their increasing disposable incomes and their curiosity towards sex. This target audience raises concerns of whether it is ethical to be associating sex with a product that young people will see and potentially buy. A common idea is that sex in advertising does catch the viewer’s attention but often brand recognition is sacrificed (Blair, Stephenson, Hill,
This essay will discuss the ethical implications of graphic design using a range of designers work. The ethical implications discussed will be concerning sex in advertising and whether or not designers have negotiated with the ethical issues that arise from the graphic design of advertisements. The term ‘ethical’ is defined by MacLeod (1987) as a conduct that is considered morally correct whilst ‘implications’ are outlined as a consequence of an action. Therefore the ethical implications in this essay refer to actions that may have morally conflicting consequences. Based on the notion that designers do consider ethical implications in sex in advertising (Rotzwell and Christians, as cited in Drumwright and Murphy, 2004, p.8) this essay will examine designers to see if and how they are negotiating these issues. The essay has been organized in the following way. The first point to be considered is whether sex does sell to consumers. Secondly the theories of designers and ethics will be reviewed. Following this, three companies: Victoria’s Secret, Calvin Klein and Abercrombie and Fitch will be investigated to see how their designers negotiate ethical issues within an industry.
Sex in advertising is most commonly used in image-based products such as alcohol, cigars, fragrance, cosmetics and fashion (Korn, 2006, p.2). Korn also maintains that the main target audiences for sex in advertising are twelve to seventeen year olds because of their increasing disposable incomes and their curiosity towards sex. This target audience raises concerns of whether it is ethical to be associating sex with a product that young people will see and potentially buy. A common idea is that sex in advertising does catch the viewer’s attention but often brand recognition is sacrificed (Blair, Stephenson, Hill,
Bibliography: Fortner, Robert S.; Fackler, P. Mark (2011). The Handbook of Global Communication and Media Ethics. West Sussex, England: Wiley-Blackwell. Retrieved May 30, 2012, from Ebook Library. Gilje, P. A., &. (2012). Encyclopedia of revolutionary america. New York, NY: Facts on File. Spence, E., & Heekeren, B. V. (2005). Advertising ethics. Upper Saddle River, NJ: Pearson/Prentice Hall. Tobacco advertising letter transcript. (2000). Retrieved May 26, 2012, from http://library.duke.edu/rubenstein/scriptorium/eaa/duke-doc.html