The use of women as sex objects in advertising


Subliminal advertising, women as sex objects, sex in the advertising


Research on the role of women in advertising in the last years has continued to be that of a sex appeal. In the majority of cases, women are used to promote products aimed at the male audience, with the power of desire and seduction. The research concluded that one of the most common practices in advertising continues to be the portrayal of women as sex objects without personality nor identity. The woman’s body and physical beauty are used just to satisfy the man’s desires. The image of a woman in advertising is more common than that of a man, above all in adverts with a sexual content.


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Chacón-Gordillo, P. (2008). The use of women as sex objects in advertising. [La mujer como objeto sexual en la publicidad]. Comunicar, 31.



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