1 00:00:00,750 --> 00:00:03,169 Why do advertisements sexualize? 2 00:00:04,990 --> 00:00:06,990 Starting with the index 3 00:00:07,509 --> 00:00:10,369 First of all, we are presenting the power of sexual immorality 4 00:00:11,150 --> 00:00:13,150 following by the controversy, a 5 00:00:13,710 --> 00:00:15,710 raffle shot, the sneaker shot 6 00:00:16,469 --> 00:00:21,829 reasons of its spread in developing countries and why advertisers continue to use it 7 00:00:23,750 --> 00:00:29,989 Advertisements have long been used as a powerful tool to influence consumer behaviors and boost the sales 8 00:00:30,750 --> 00:00:38,049 Also, the use of sex and sexuality in advertisement is not a new technique, and it has been popular 9 00:00:38,049 --> 00:00:40,689 by advertisers for decades. 10 00:00:40,689 --> 00:00:47,789 However, the portrayal of sex in advertisements has become increasingly explicit over the 11 00:00:47,789 --> 00:00:49,109 years. 12 00:00:49,109 --> 00:00:53,250 Advertisers use sexual imagery to create a connection between the viewer and the product 13 00:00:53,250 --> 00:00:57,369 being advertised, grabbing the attention of the viewer, with the hope that the viewer 14 00:00:57,369 --> 00:01:01,969 will remember the advertisement and buy the product in the future. 15 00:01:01,969 --> 00:01:06,670 Another reason for the use of sexual imagery in advertising is the association of sex with 16 00:01:06,670 --> 00:01:10,049 power, beauty, and disability. 17 00:01:10,049 --> 00:01:14,569 Advertisers often use sexual imagery to tap into these associations, presenting their 18 00:01:14,569 --> 00:01:20,290 product as something that can improve their viewers' sex appeal or attractiveness. 19 00:01:20,290 --> 00:01:25,090 This is especially true for products related to personal grooming, fashion, and beauty, 20 00:01:25,090 --> 00:01:29,909 Over-sexualized imagery is used to create an aspirational image for the consumer. 21 00:01:29,909 --> 00:01:36,689 However, the use of sexualized imagery in advertising usually leads to controversy. 22 00:01:36,689 --> 00:01:41,329 Many argue that it objectifies and degradates individuals, especially women. 23 00:01:41,329 --> 00:01:47,170 It is also thought that it reinforces harmful gender stereotypes. 24 00:01:47,170 --> 00:01:54,189 For example, the idea that women are primarily valued for their sexual appeal, and also the 25 00:01:54,189 --> 00:01:58,269 idea that men are expected to be sexually aggressive 26 00:02:29,120 --> 00:02:37,900 In this video, we can see how a raffle whistles at a pretty girl in a dress. 27 00:02:38,620 --> 00:02:44,639 It can be deduced that the raffle is personifying a strongman whose labor is a marine, probably. 28 00:02:46,000 --> 00:02:52,840 Also, he starts flirting with her and doing obscene actions with a sexual connotation. 29 00:02:52,840 --> 00:03:02,099 So now we're going to watch this sneakers advertisement from 2011 as another example of male gaze in the food industry. 30 00:03:22,840 --> 00:03:29,860 As we have seen, although this commercial is meant to promote the sneakers as a quick 31 00:03:29,860 --> 00:03:34,639 and easy solution to hunger, using humor to convey this message, from a different perspective 32 00:03:34,639 --> 00:03:37,039 we can note a few potential issues in it. 33 00:03:37,879 --> 00:03:43,280 Firstly, that reinforces gender stereotypes by portraying a young woman as irritable and 34 00:03:43,280 --> 00:03:48,439 easily frustrated, and then suggesting that her mood can be easily fixed with the sneakers 35 00:03:48,439 --> 00:03:53,439 which strengthens the idea that women are overly emotional and irrational. 36 00:03:53,439 --> 00:04:04,939 Regarding the girls' incapability to skate in the ad, it could be seen as reinforcing the stereotype that women are less skilled and less capable than men in physical activities. 37 00:04:04,939 --> 00:04:14,939 This perpetuates the thought that women are generally less competent than men when it comes to sports and that has been used to limit women's opportunities and experiences. 38 00:04:14,939 --> 00:04:20,579 Additionally, the commercial portrays the idea that women's emotions are something 39 00:04:20,579 --> 00:04:25,120 to be managed and controlled rather than something that should be accepted and valued, which 40 00:04:25,120 --> 00:04:29,959 underpins the belief that women should prioritize being pleasing and accommodating to others 41 00:04:29,959 --> 00:04:33,699 rather than being allowed to express their emotions authentically. 42 00:04:33,699 --> 00:04:37,759 Having watched these two advertisements, we have noticed that the broadcast of these kind 43 00:04:37,759 --> 00:04:42,259 of commercials is significantly more frequent in developing countries, where they usually 44 00:04:42,259 --> 00:04:46,759 go unnoticed, although problems related to violence and discrimination are continuously 45 00:04:46,759 --> 00:04:47,759 increasing. 46 00:04:47,759 --> 00:04:52,500 Consequently, as we found this as an interesting aspect, we wanted to study which may be the 47 00:04:52,500 --> 00:04:55,259 reasons for it. 48 00:04:55,259 --> 00:04:59,500 So first of all, we came across the idea that many developing countries have a more conservative 49 00:04:59,500 --> 00:05:03,699 cultural background and traditional values when it comes to discussing sex or sexuality 50 00:05:03,699 --> 00:05:04,699 openly. 51 00:05:04,699 --> 00:05:09,240 Therefore, advertisements that sexualize products or people like the one we first commented 52 00:05:09,240 --> 00:05:13,500 can be a way to break the taboo around the topic of sex, which in turn can attract more 53 00:05:13,500 --> 00:05:15,959 attention and interest from the audience. 54 00:05:15,959 --> 00:05:20,180 Furthermore, many developing countries also have a younger population, like we can see 55 00:05:20,180 --> 00:05:24,920 here in the comparison of these two graphics showing the population of the European Union 56 00:05:24,920 --> 00:05:26,680 and the Colombian one. 57 00:05:26,680 --> 00:05:31,339 So advertisers may use sexualization to appeal to this demographic, which is more likely 58 00:05:31,339 --> 00:05:35,660 to be interested in exploring their sexuality and desires. 59 00:05:35,660 --> 00:05:39,879 Also, this can be especially effective in a society where sexual education and access 60 00:05:39,879 --> 00:05:42,420 to contraception may be limited. 61 00:05:42,420 --> 00:05:47,079 Moreover, the severe poverty issues these countries face every day push into the background 62 00:05:47,079 --> 00:05:51,779 the potential negative impacts of sexualized advertising, including the harmful gender 63 00:05:51,779 --> 00:05:56,500 stereotypes and the culture of objectification. 64 00:05:56,500 --> 00:06:01,519 Despite the negative consequences of sexualizing advertisements, companies continue to do it 65 00:06:01,519 --> 00:06:02,860 because it works. 66 00:06:02,860 --> 00:06:08,740 Studies have shown that sex sells, and advertisements that use sexualized imagery or themes tend 67 00:06:08,740 --> 00:06:11,300 to be more attention-grabbing and memorable. 68 00:06:11,300 --> 00:06:16,420 Additionally, as my classmate just said, many advertisements believe that sexualized ads 69 00:06:16,420 --> 00:06:21,199 are effective in capturing the attention of younger audiences who are more open to sexual 70 00:06:21,199 --> 00:06:22,199 content. 71 00:06:22,199 --> 00:06:29,259 As we can see in this chart, law agencies' slogans have better qualifications in non-familiar 72 00:06:29,259 --> 00:06:37,339 aspects proving the point that it is easier to grab the attention of the viewers with non-familiar 73 00:06:37,339 --> 00:06:44,569 ads furthermore companies often prioritize short-term profits over long-term consequences 74 00:06:44,569 --> 00:06:49,370 sexualized ads may generate more sales in the short term but they can also harm a brand's 75 00:06:49,370 --> 00:06:55,209 reputation and and alienate customers in the long term however companies may prioritize immediate 76 00:06:55,209 --> 00:07:00,490 sales or long-term consequences, particularly in a highly competitive market where sales 77 00:07:00,490 --> 00:07:04,810 are critical to a company's survival. There is also a cultural component to this issue. 78 00:07:04,810 --> 00:07:09,689 Advertising reflects and reinforces cultural values and norms, and in many societies, 79 00:07:09,689 --> 00:07:14,649 sex is seen as a taboo topic that is only discussed in private. Advertising companies 80 00:07:14,649 --> 00:07:20,490 may push the boundaries of social norms and values to create a more provocative and edgy image 81 00:07:20,490 --> 00:07:26,649 for their brand even if it comes at the expense of objectifying individuals or perpetuating harmful 82 00:07:26,649 --> 00:07:34,519 gender stereotypes overall while sexualizing advertisements may have may have negative 83 00:07:34,519 --> 00:07:39,319 consequences companies continue to do it because it is an effective way to capture attention and 84 00:07:39,319 --> 00:07:44,759 generate sales as consumers become more aware of the negative effects of sexualized advertising 85 00:07:44,759 --> 00:07:49,560 it's important for companies to reconsider their marketing strategies and prioritize ethical and 86 00:07:49,560 --> 00:07:52,060 and responsible advertising practices. 87 00:07:52,060 --> 00:07:53,360 But as we can see in the chart, 88 00:07:53,360 --> 00:07:56,339 companies continue to do it because in the areas 89 00:07:56,339 --> 00:08:01,060 where they make a profit by sexualized advertisements, 90 00:08:01,060 --> 00:08:02,439 they still make a profit 91 00:08:02,439 --> 00:08:06,540 because we still buy those products.