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Gordon L. Behavioral science research strongly suggests that the appearance of an individual affects the perception of and reactions to the individual. This study attempts to determine the influence of one aspect of appearance--sexiness--upon marketing communications.

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In the beginning, female hominids used sex appeal to get food from their male counterparts. These days, they tantalize to sell food. And Colonel Sanders isn't the only pimp in town.

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Sex certainly sellsbut some sexual advertisements are more baffling than enticing. This week, Spirit Airlines employed all sorts of vagina jokes in an email alert about discount fares:. Because there's apparently nothing sexier than comparing a cheap flight to a woman's shaved labia. Spirit Airlines is far from the only company that objectifies women in their ads, employs sexual innuendo or uses disembodied female body parts in their marketing.

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Cathrine Jansson-Boyd does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment. Republish our articles for free, online or in print, under Creative Commons licence. Over the decades, people have been taken on a sexual liberation tour that has challenged sexual norms.

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Since the introduction of advertising many centuries ago, women have been objectified, and in some instances, insulted or degraded. In many respects, the problem has escalated. With the proliferation of photo retouching software, women's bodies are not just flawless, they are anatomically impossible.

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The study, published in the journal Psychological Sciencedrew on the insight that our brains view people and objects differently:. For example,while we're good at recognizing a whole face, just part of a face is a bit baffling. On the other hand, recognizing part of a chair is just as easy as recognizing a whole chair.

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A framework based on cultural advertising research is offered as an alternative approach to study images of women in advertising. The notions of polysemic advertising texts, oppositional readings, and sexism and sexuality are examined through consumer responses obtained by two focus group discussions. All four advertisements used were interpreted in multiple ways, with common as well as distinct readings across two groups.

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Hopefully, some of these women will be featured in the best Super Bowl commercials. Commercials, for now, are a fact of life, and companies have been nice enough to make it so that we don't hate them by slathering them with hot chicks and comedy. Occasionally these hot chicks really stick with us, but we don't know who they are or where they come from or where we can see them naked.

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There is so much sex on the New York City subway now. Have you noticed? Sometimes, train stations are just coated in phallic cactuses. They jut out in every direction, advertising a company called Hims that sells not plants, but pills to help treat hair loss and erectile dysfunction.

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