Sex in the Media
Sex sells- but where is the limit?
Why does sex sell?
Sexualisation of both men and women is a constant theme within television, online and even billboard adverts. Attractive people are used to sell every product imaginable. Apparently, our brains are hardwired to react to sex, so it is only natural that we are attracted to erotic imagery. However, sometimes sexualisation is taken too far and becomes objective, demeaning and offensive.
Recent controversial adverts
Many adverts use sex as a way to promote their products. However, often these are unsuccessful by having sexist connotations. Examples of this include a recent advert promoting tea cakes. It denoted a female tennis player putting her tea cake in her skort, whilst flashing the top of her thigh. The slogan read ‘where do you keep yours?’ This advert clearly implied a sexual nature, something totally irrelevant to the product it was endorsing. However, this advert was actually banned as it was considered to objectify and demean women. This shows that although sex sells, the line is blurred and often those intended to be sexual can be interpreted as offensive.
Yet, adverts depicting men in a sexual manner are often treated in a different way. This advert (shown below) of an attractive man stripping off with women drooling over him was deemed acceptable by Advertising Standards Authority, even though it received over 300 complaints. So why is there one rule for men and one for women? Why can men be sexualised to advertise products yet for women it is now believed to be offensive or demeaning? History acknowledges that is women who have been objectified the most when it comes to advertising, but this seems to be something that is changing. Women are gaining more respect and the awareness surrounding harassment and sexism in the media is increasing. However, having a man rip off his shirt is still seen as acceptable. Clearly, this is something that needs to change so that both genders have equality- nobody should be subjected to sexualisation, especially not for advertisement purposes!
Reality TV
Seeing as sex is a recognised and scientifically proven way to advertise, it is obvious why this sex appeal has now been established within television programmes too. The majority of reality programmes today are a success, partly, due to the beautiful people that participate in them.
Big Brother started the fashion of a ‘show-mance’, with the programme becoming increasingly more controversial over the past few years. Perhaps this spurred new reality platforms such as Love Island- the popular summer show that sends attractive men and women to a Villa in Spain with the sole purpose to find love. The whole premise of this show revolves around sex. The chemistry between the islanders often sparks passionate kissing and heated romps, sometimes even in the first few days of the contest.
Geordie Shore is another reality show that has challenged the boundaries of sex on television. Often extremely graphic sexual footage is shown on the MTV hit. Some would perhaps consider that the content presented actually crosses the line of what is acceptable on TV, with explicit scenes being broadcast on a weekly basis. This is particularly concerning as the demographic is predominantly young viewers, who are all extremely impressionable.
It is evident that the sexual nature of these shows is the main reason that they have become so popular. Sex has become much less of a taboo in recent years, with explicit erotic footage being the norm in reality TV. But, where is the line?
Where is the limit?
Sexualisation is also used in other parts of society: butlers in the buff are often used for hen nights and attractive females are used to model clothes. But, where does this stop being ‘fun’ and become something a lot more serious?
Recently, the famous F1 Grid Girl have been axed due to them no longer fulfilling ‘brand values’. This follows the removal of females from Darts, who often escorted players onto the stage before games. As the main audience of F1 and Darts, it is obvious that the main reason for the glamour girls was to entertain the male viewers. As we have deduced, sex sells. Although this was considered a controversial move, some see this as a big step in the reduction of sexualisation of women in the media. At the end of the day, the removal of the models is also a way to protect the women from sexual harassment- something which has dominated the news recently. Yet, the Coca-Cola Hunk (as shown below) remains. Is it right that this iconic handsome man remains on our screens whilst the female equivalent is no longer acceptable?
Sex has a unique place in the media in 2018. In advertisements, the ideology that ‘sex sells’ is starting to alter. The awareness of women and how they are often objectified is encouraging people to both complain and remove adverts which cause offence. However, sex within reality shows is increasing, causing a contradiction. How do we know what is appropriate on our television screens and in our magazines? The media as a whole needs to cooperate to reduce both sexism and sexualisation throughout all outlets. Nevertheless, it is apparent that sex sells, and it is unlikely that the media will change anytime soon.
