INTRODUCTION
Sexual advertisements have always been controversial yet they continue to be made. "As advertising becomes more invasive, our opinions are increasingly shaped by it" (Moog, 1990, p. 219). This is because, though they are insulting and offensive, they promote the notion that purchasing the product will somehow provide sexual pleasure. The bigger problem is that companies often believe that it works to sell the product.
Chupa Chups’ Advertisement
The spring 2005 advertisement for Chupa Chups lollipops (shown in Appendix 1) displays a young, provocatively dressed female holding a lollipop in her right hand. Simultaneously, using her left hand, she is lifting the bottom of her dress in an attempt to showcase more of her already revealed legs. Her cleavage, exposing a large portion of her breasts, does not leave much to the imagination. As she pushes her tongue outside her mouth in the direction of the lollipop, her stunning blue eyes stare the reader down. The slogan, just as sexually oriented as the photo, says “We put the candy on a stick. You suck.”
The images shown are offensive and inappropriate. First and foremost, it suggests oral sex. This print advertisement was found in Maxim magazine, which targets young male adults. Though upon first notice, the advertisement may seem offensive to women only, men are also insulted.
Men are being stereotyped as perverts. The promotion suggests that men are willing to purchase anything as long as it implies that they will receive sexual pleasure by doing so.
The advertisement treats women as sexual objects. The model is portrayed as being “easy.” She appears to be desperate for pleasure as she gently wraps her fingers around the lollipop. The lollipop, the p ...