At early 1920’s doctor John B. Watson recognized that sex can sell products. Ever since than, same technique has been used over and over again. Is this always true? Lot of the people from advertising industry argue, that such powerful tool has to be used properly, in order to be successful. Further more, impropriate usage could be harmful not only to the campaign but also to the society. This blog is all about this issue. I am going to take you to the journey that contains both sides of a coin. Successful campaigns and those which use sex only because their authors read somewhere that Sex Sells. So welcome a board, fasten your seatbelts, we are about to take-off.
In my opinion, as a television viewer, the Internet user, and a female, the commercials by Unilever Company should be banned, because of their portrayal of women as sexual objects, whose task is to please men, meet their wishes and desires. This can create a wrong image in men’s eyes of how a woman should look and behave. Moreover, these advertisements can make an illusion for women that an ideal woman, who is loved by men, should be similar to a Barbie doll, thin, tall, with lots of cosmetics, wearing sexy outfit. As a consequence, many women may become dissatisfied with their bodies, start using all possible methods, even life threatening, to reach the ‘ideal’.