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TEEN! Teens sexually exposed in advertising. Warning Topless Teens Inside!


American Apparel Sell Sex!

Brand advertising Strategies exposed. Sexual exploitation in advertising Are teens growing up to fast because of the media?

Helen Ford Report into a Fashion related area FM2024 Are young people exposed to sex through media to young? And do brands use the right selling techniques? Submission 30th April 2014


Inside your MAG... Controversial Advertising





Other secondary research was done online looking at past articles, books,

people opinions from a This debated report consists wider perspective. of both primary and (See appendix 1) Mintel secondary research. To reach a conclusion this about brands and their report will investigate the advertising techniques. The pros and con’s on the database Nexis provided subject area - sexual reliable secondary sources exposure through media. The to help build up a strong primary research split debate using both mainly comes from a local primary and secondary high school (Liverpool, research. Maghull-Savio Silesians The report also looks into College). Focus groups, government policies and questionnaires and live feedback sessions look place of advertising. Looking at throughout the reports where the line is for research period; this was advertisements to be banned vital information that and is their ways to prevent contributed to the report young people seeing some of (See appendix 2). One to one these sexually exposed interviews where also advertisements. conducted as a primary source. This helped analyse magazine advertisements from the right age demographic group for the ads. Secondary research was analysed and discussed in the focus groups. Students gave live feedback giving their opinions on the ad’s and telling researchers who they though the target marker for each ad was.



Sexual Exposure in advertising Vulnerable young girls and boys are groomed and then abused, leaving them traumatised. Brands are using this image to advertise making girls look scared and abused to sell their products. The exposure of women makes viewers question sexual exploitation. Advertisers are using young teens to sell their products. The charity Barnardo’s supports child sexual exploitation and disagrees with using sex as a selling of child sexual exploitation is when young people receive something such as food, accommodation, drugs, alcohol, cigarettes, affection, gifts, or money as a result of performing, and or others performing on them, sexual activities . Although brands are not performing sexual activities on their models they encourage the exposure. They also pay the models to pose in vulnerable positions to sell sex more than the clothes, selling the young models



Sex in advertising Child sexual exploitation is a serious and widespread problem throughout the world this report focuses exposure of teens in the media advertising is a debatable discussion though out the UK on which is analysed in this article. Paediatr Child Health care article (Vol 8 No 5) by Christina Grant, supports that there is a growing concern by parents about whether teenagers’ are exposure to sexual content from media sources such as television, magazines, music videos, video games and the Internet . They state that this may have effects on their sexual behaviours and attitudes. In this report it focuses on the representation of Sexual exploitation by Fashion brands and how they indecently expose women. The main focus of media is advertising in fashion magazines, but also addresses other media sources that could effect teens today.



Marketing Strategies

These are the most remembered comedy advertisements on Some people argue that sex is Television more used to sell products and ads. because it has been proven to information-based work fashion brands use it a and Magazines Ads to date (2014). lot. Sexual ad’s are primarily aimed at people above the legal age to have sex therefore are not stepping over the mark. Brands can be clever and use it subtle ways to make a product sexy and not offend anyone. But other brands use it in a thoughtless way creating debates and contrast between their viewers. Other successful marketing strategies such as comedy, fun and games had previously been used by competitor brands to target the same audience. This is one of the most effective ways to market, not just fashion related products, almost anything. Research has shown this strategy is the most successful in past Campaigns for brand such as Cadburys, Car insurance ads and Haribo .


DISCUSSION best strategy for advertisers trying to persuade a sceptical audience is to leave out facts and focus more on fun or emotional ads . Every brand has different identities and their own style in advertising but sexual controversial advertising can cause bad press and make the campaign fail. This is a huge risk for brands as a lot of money and time goes into each campaign, the safer option would be comedy or emotion. So why do brand not adopt this style and create a more appropriate way of advertising? A very successful strategy but very rarely used to its advantages for fashion brands.


The reason most brand use sex rather than comedy or emotion is that they want their brand to be exciting, fresh, and get people talking good or bad. Some brands don’t like to change their style in advertising as customers have certain expectations and if these are not meet then the brand could loose loyal customers. that those who are less Sceptical are more Persuaded by


Common Advertising techniques

Here are some examples of other effective techniques used to in advertising:



Star Power/ Celebrity Endorsements Bandwagon Weasel Words

Music and other sound effects add to the ad’s atmosphere, helps define the ad’s target audience, and acts as a transitioning element. Jingles are designed to stick in the audience’s head. Music is used in most fashion advertisements to create a remember experience with on trend or catchy songs. Advertisers appeal to emotions that most humans experience, such as love, hate, and desire. Emotion is often the motivating factor for buying a product. A brand with an EMP uses bribery or a story to sell their emotional selling point. Most fashion brands don’t have a EMP. Brands such as Urban outfitters background story of being an old market charity store sells products. Charities also commonly use this to their advantage in their advertisements. A famous person is used to promote the product—for example, HnM and Mango use models that they think represent their brand well. People who look up to these women are their target customers. Appeals to the desire of most people to feel like they belong or that they are part of the winning side. Advertisers are legally required to tell the truth, but they often use misleading words such as “Part of . . .,” “The taste of real . . ,” “Because we care . . .” or they have small print to define that, ‘this is not the models natural eye lashes she is wearing false lashes’ Etc. Fashion Brands use sex to sell their products this stimulates and emphasizes on the unknown desires. Smell taste and feel is shown though sexual exposure or indications. Ideas and text with positive connotations are associated with the product.

Sex Transference



Who are these sex ad’s aims at? And how do we determine this? They use sex appeal to grab Campaigns use exposure of young models for entirely, attention and play with fears and desires and they or at least primarily for manipulate the customers by fulfilling their erotic advertising technique affects the minds and future fantasies and dreams. As this is aimed at of kids today. Described as women aged 30+ it becomes convenient and appropriate as it works for the brands sexual exploitation no image. matter how bad it sounds, sex has been proven to sell, The brand America apparel, have previously been known for their inappropriate but is it always sexual exposure of appropriate? When brands sell sex well it women, and past campaigns have been banned in is aimed at the right consequence. demographic though, content, speech, clothing, model and This was a result in their location. Brand s that does target market starting from as young as 16, so this well is Dior’s, therefore any of their Perfume advertisements they marketing reaches this are iconic women, with little sexual exposure but audience via e-mail, social networking, Internet or use the sexual body language magazines. to indicate smell. Sexual seduction sells their product but through a sexy sophisticated manor. All of this is taken into consideration when deciding weather or not an advertisement is aimed at the wrong demographic.


DISCUSSION The main concern raised is the age and look of the models. They use models from as young as 15 to age 20, to promote their campaigns. The models all have minimal clothing posing in sexual positions inappropriate for the under 18’s age group. This brand targets young women age 16-23 or 20-35 depending on the product line but either way uses sex to sell their women’s section . When they aim at 20-35 they still use young looking models to sell the products making it look like it appeals to a younger markets to enhance sales. The American Apparel manager of Liverpool 1, store (quoted from his head executive manager) that, ‘they will always target a large and diverse market of young urbanites who see themselves as unique instead of as part of a generic, main-stream fashion culture’. Their attitude towards these exposed images is that they believe it shows personality and individuality to target these ‘young urbanities’. One image of a girl masturbating expresses,‘Safe to say Lauren loves her socks!’



she loves the so much she has Masturbated to enjoy them. This is not normal behaviour or any activity a young girl would be doing, so why is it used to target all age groups in marketing. Overall a lot of fashion brands use sex to sell their products as it does work if it is done well. The advertisements are summed up on the models, location, clothing and expression. Weather or not they are aimed at a certain demographic the images create a debated discussion on weather or not they are suited. The majority of brands try to focus their ads to a larger target market than needed to enhance sales. This is when ads are taken out of context and appear to be aimed at younger teens. This could advertisements to be banned loosing customers.


in advertising Over the years more sex has been incorporated into the media and it has become the norm to use it for any ad campaign. Even for ad campaigns targeted at teens, but when children are used to sell sex it then become serious. The most juvenile positions showing young venerable teens, creates a bad vibe exposing a child’s sexuality by abrogating that child’s human rights to amplify that they have no dignity, equality, autonomy, and physical and mental well- being. Research has shown that this type of marketing could lead to rape, pornography and abuse from a younger a Author Dr. Linda Papadopoulos said, ‘there was a clear link Between sexualised imagery and violence towards females.’ Her report said the media children are exposed to increased a growth of lads’ magazines and pornography on mobile phones from a much younger age, thought to be

big-name fashion brands advertisements using sexual imagery to advertise clothes targeted at young teenagers . A secondary detailed report online also supports this, from the Children’s Commissioner, detailing the clear links between children’s access to pornography and boys holding sexist attitudes towards women and relationships, and engaging in earlier and riskier sexual activity . This supports my primary research (see appendix 1) that boys opinions towards women in advertising is that they appear to be sex objects and men dominate.



Possible Solutions The UK government is looking to enforce new laws against sexual exploitation of kids in general as well as in advertising to try and increase sexual abuse. ‘Rather than trying to ban adverts targeted at children and teens, the government says they are more likely to try to foster a sense of responsibility among advertisers.’ They have come up with a 10-year plan to help save childhood and create limits on provocative exposure advertising to stop the stereotypes of women . Primary research showed that younger kids are become exposed to sex, pornography causing abuse from a younger age (appendix 1.) Kids as young as 7 are being prosecuted for sexual abuse to classmates the reason being exposure to pornography and sexualised adverts. The Children’s Commissioner says, ‘there are clear links between children’s access to pornography and boys holding

sexist attitudes towards women and relationships, this is a risk of earlier sexual activity.’ With brands with sex, at customers aged 15 makes it available for any age group to view online or in a magazine. These brands advertise and use these campaign images in teen magazines like Vogue teen, making all teens from as young as 13 reading this being exposed before they are legal this makes it more likely to effect younger people.



Conclusion This report calls for Tougher regulation of sexual imagery in adverts especially those who have customers as young as 15. Advertisements that use sexual exploitation of women should have an age limit and should not be release younger demographics. Fashion teen magazines should also not support this. Young people are growing up to fast because of the stereotypes of women as they are massively betrayed in the media by certain brands making women look like sex objects showing that men dominate. This instantly creates problems of sexual assault and sexual activities at a much younger age. Model used to represent sexualised brands also should be banned in using young models, as this is what people look at to identify the market. Using young models

Advertising Standards Authority the power to act instantly against sexualised imagery appearing within commercial websites, such as provocative photo-shoots used by clothing chains targeting teenagers rather than having to wait for complaints. David Cameron said earlier this month that he would clamp down on irresponsible advertising targeted at children. So it has been recognized and something is being done!

target market. Another






Of teachers from a local secondary school said that they disagree with advertising sex to young teens and that it could effect their life style and future.


80% of men aged 16-18 Said they think men are dominat in American Apparel ads and they agreed that women look like sex objects


90% 80%

100% Of women aged 16-23 agree that American Apparel’s advertising is not appealing to them although it is aimed at them!


90% said they think comedy is a much better selling technique for their age group.

Of girls in the survey have Shopped at stores with inappropriate sex adverts with out realising it.

SECONDARY RESEARCH David Cameron said earlier this month that he would clamp down on irresponsible advertising targeted at children.

The most common advertising technique is comedy. Women are shown as Mintel supported the sex objects by banned ad campaigns by American Apparel American Apparel

100% 13.


Bibliography Barnardo’s charity website-Sexual Exploitation Campaign http://www.barnardos. Accessed-Feb 19th 2014 Paediatr Child Health care article Vol 8-No 5 by Christina Grant http://www. Accessed-Feb 20th 2014 Teens, sex and the media: Is there a connection? By Christina Grant MD - MayJun; 8(5): 285–286 pch08285.pdf Accessed-Feb 20th 2014 Examples of How Sex Appeal in Advertising Works by Neil Kokemuller, Demand Media Accessed-Feb 10th 2014 Examples of How Sex Appeal in Advertising Works by Neil Kokemuller, Demand Media Accessed-Feb 10th 2014 Effective ad’s strategies by Live Science-August 15, 2005-13 Accessed-Mar 03rd 2014 The Guardian American Apparel ads banned for using overtly sexual images by Mark Sweney, Wed 10th April 2013 apr/10/american-apparel-ad-banned Accessed March 13th 2014


BIBLIOGRAPHY The UK have banned these American Apparel ad’s and want them removed from the internet by Jim Edwards American Apparel’s Most Controversial ad’s by TYT University Accessed April 10th 2014 Blog, Hyunji Kim New York, United States, Mon 2nd may, American Apparel html Accessed January 14th 2014 Sexualisation of women and girls in the media and music videos by Holly Dustin Accessed April 11th 2014 Children over-exposed to sexual imagery By Dominic Casciani BBC News Accessed April 11th 2014 Bob Reitemeier comments on 10-year children’s plan- the children’s society by Bob Reitemeier, Chief Executive, The Children’s Society Accessed March 20th 2014 David Cameron promises to tackle advertisers who sexualise children by Patrick Wintour the Guardian cameron-advertisers-sexualise-children Accessed April 16th 2014 Sexual video content ban by Holly Dustin mailinglist/item/210-sexualisation-of-women Accessed April 16th 2014

15. how it influence children to do the same

Controversial Advertising Helen Ford 16.

Controversial advertisements  
Controversial advertisements