Use of Sexuality in Advertising

Use of Sexuality in Advertising

Contents
2012
Executive 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

Executive Summary
2012
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 (1325 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.

Introduction & Background
2012
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.
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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 hijab in 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, CBO Brand 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.

Survey Results
2012
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:
Is Explicit Content in Advertisements Acceptable?

Acceptable 22%
Not Acceptable 78%
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.
Use of Sexuality in Advertising Why is it Acceptable?

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Freedom of Expression Spread Awareness High Profitability Freedom to Not Watch
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Why is it Acceptable?
Why is it Unacceptable?
30% 25% 20% 15% 10% 5% 0% Why is it Unacceptable?
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Analysis of Survey
2012
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 well and 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
2012
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:
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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:
2012
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:
2012
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:
2012
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 against are strict laws
controversial Those
advertisement.
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
Survey Photographs:
2012
(Left): Jewel Collection by Saba Ghauri.
(Right): Shamaeel Ansari Collection
(Left): Magnum Classic Campaign
(Right): Slice Amasutra Campaign.
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