文章基本信息

标题：A Literature Review on Using Women as A Sex Appeal in Advertisement
本地全文：下载
作者：Aaila Jamila Binti Mohd Yusop ; Tan Seng Teck ; Wong Chee Hoo 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：2
页码：320-329
DOI：10.6007/IJARBSS/v11-i2/8801
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Advertisement are one of the most important element of a business. It is important for a business to pick the most reliable platform to advertise. Moreover, it is equally crucial to pick the right advertising methods to maximize the number of viewers and consumers whom will be attracted to the products or services offered. Wrong decision made on the delivery of the advertisement might not be able to attract the right viewers and potential targeted customers. Among the strongest subject used in advertisements are women. Women were made as the main attention and main focal point in selling products or services. Reasons stated that women were mostly appear in advertisement due to women unique characters and persona. Furthermore, women were usually seen as more pleasurable than men. Moreover, women ability to express emotions has become one of the score points for great attraction for an advertisement. Due to the attractions possess by women, there are unlimited number of organization exploiting women as their main subject in an advertisement. In certain situation almost objectifying women in the advertisement. Women models were told to post in provocative manner while wearing provocative cloths to enhance viewer’s acceptance specifically male. Women in advertisement were not only use to promote items for women brands or cloth line. Due to men less likely to be attracted with another male, women were also use in promoting men’s brand. This long history of negative believe allows continuation of using women as an attraction in an advertisement. Excessive use of women in advertisement in provocative manner permitted women to be seen as a mere object. It may bring down women’s dignity and it causes less respect towards women in a society. Fortunately, even though marketers or organization are still using women in their advertisements the trend are no longer having great acceptance. Due to non-government movement campaign society learnt the value of women and refuse to see women as an object. Nowadays, viewers prefer to have better and more relatable content in an advertisements to accept the products and services offered by an organization.