The Increasingly Race Nature of Advertisements During the Super Bowl

Everyone has heard the phrase “sex sells.” It seems to be a major factor that drives people to buy. Advertisers manipulate this behavior by creating ads that showcase their products as a way to gain love, beauty, and desirability. Advertisers frequently use sex appeal with flirtatious images as an attention grabbing device to play with the public’s emotions. Because the public is a diverse group of individuals, it is difficult to target the masses by focusing on hobbies, sports, or flaws. Because of this, advertisers target sexuality, something everyone can relate to. In the February, 2016 issue of Cosmopolitan Magazine, they overtly demonstrate this. In an ad for Kinky Vodka, they represent multiple sexual innuendoes such as provocative body posing, stereotypical feminine colors, and seductive wording.

Introduction- On average, a person sees “5,000 ads per day” (Johnson, 2006). This means that there are 5,000 pieces of unsolicited information maneuvering its way into our unconscious and often conscious mind at every turn. From billboards, to ads on Google and television commercials, such ads are unavoidable. This poses the question of, how exactly do these pieces of information shape us, and how prominently do they effect us? More specifically, what are the pros and cons for the sexual content that these advertisements often include? Throughout my speech I will examine these inquiries

So much money goes into the Super Bowl from having a brand placed in the background to a 30 sec commercial. I find in-game placements to be more effective then commercial because the product isn’t being thrown at you. “It has been showed that the brand attitude has a tendency to decrease if the prominent placements are too obvious, and especially if this obvious placement is mentioned repeatedly.”(Russell, 2002) No one likes the feeling of being antagonized by a commercial, although we do enjoy the entertainment of it. Regardless, I think that in-game placements have a stronger effect because they help with the idea of self-identification between fans and a team. For instance, seeing a player on the sidelines drinking Gatorade allows a fan to feel more connected if he/she drinks Gatorade or goes out and buys it. As well as when they announce when a half time show or the actual game is “presented by” or “sponsored by” a specific brand it allows the consumers to have mere exposure to the placements which increasing brand choice.

Super Bowl commercials have become extremely risky. Recently, many commercials have focused on just entertainment, and some have even included inappropriate language, scenes or gestures. Keeping the cost of producing and airing a commercial in mind, some companies should definitely reconsider how they create their advertisements for the Super Bowl. Large corporations who use advertisements during the Super Bowl seem to make their commercials too entertaining and corporations lose the importance behind the ad. Yes, the ad needs to provide some entertainment and needs to have a catchy theme, but if people who are watching cannot understand it, or think that the ad contains risky topics, then what is the point? The ad may not really provide

One 30 second advertisement during the Super Bowl costs approximately 4 million dollars ("Yes, A Super Bowl Ad Really Is Worth $4 Million"). These commercials often feature scantily-clad women using a wide array of products. For the exorbitant amount of money that advertising companies spend on these ads, it seems that they should do something that would be more attention-grabbing. In reality, this advertising technique is one of the most effective ways for corporations to sell their products. Humans naturally notice sexual behavior, so when advertisements present a product in a sexual way on television, consumers are much more likely to remember it or buy it in the future (Reese Sorrow). Though sex in advertising has been shown to successfully sell products, and is therefore heavily utilized, it can lead to a decrease in self-confidence, a negative body image among people of all ages, and can be damaging to society’s ideals as a whole.

Sexual exploitation is becoming more and more mainstream in advertisements. Everyone knows that sex sells. Especially Carl’s Jr. They have developed a reputation with their salacious ad campaigns, often depicting women in very revealing attires. In their recent advertisement for the 2015 Super Bowl, it features model Charlotte Mckinney where she is baring almost everything. There is more to the commercial than just boobs and burgers. The use of Mckinney’s body as a sexual object is discriminating to all women and raises sexism. The stereotypical ad brings imparities between genders and promotes gender policing.

We are all familiar with the extent of sexual advertisements today. Advertisements can be overly erotic and push the threshold to being pornography. Carls Jr. is well known for their sexual advertisements that purposely expose a half dressed women eating a giant cheeseburger. There have been several advertisements of this nature throughout the last decade, but this type of sexual campaigning began with Paris Hilton’s ad for the Spicy BBQ Six Dollar Burger. The ad only showed the burger for about three seconds while the remaining twenty-seven seconds was a video of Paris Hilton amorously washing a car in a bathing suit. This advertisement can attract both men and women. Although the majority of women will not be as aroused by the advertisements as men, it will still capture their attention and causes a woman to subconsciously believe “I will look like her if I eat this burger!” Some denim brands such as Abercrombie and Fitch and Calvin Klein have some of the sexiest advertisements out there. Considering these are meant to be clothing brands, their models certainly do not wear a lot of clothing. A billboard ad in New York for Calvin Klein jeans displayed one woman being dominated by three men. Despite the amount of controversy, Calvin Klein still remains one of the top brands today (Early Sexuality in Advertising). Sexual advertisements have proven to be successful and the proceeding result has lead to a marketing industry dominated by sex.

In today’s society, commercials, ads, and magazines all have one thing in common: sexuality. We are all bombarded my advertisements daily. Advertising has an influence on everyone one way or another. It influences my life by the products I purchase for myself or others, the way I look and being in the “know” of society itself. One visual ad that I have come across that stands out is a fragrance ad by Tom Ford. The designer, Tom Ford is from Texas and then started to create his own line called TOM FORD. He launched a print ad campaign for his fragrance in 2008, which featured two different photos of his fragrance bottle being held by nude women. This banned advertisement for their newest fragrance utilizes America’s dark obsession with what

The role of sex in advertising is debatable and most individuals, including industry experts, conclude that having the target audience of an advertisement comprehend the overall message being sent in an advertisement is the essential objective. In order for a message to get across, the advertisement must first get the attention of the target audience or market. After all, if advertisers are unable to get one’s attention they will not be able to send a message. There are many strategies that advertiser’s and marketers use to capture an audience’s attention. One such tactic used by many advertisers goes with the belief that sex sells in advertising. Sexuality is an influential motivator, and many advertisements use sexually explicit images

As stated in the Calvin Klein Brochure, “1963 in America: anything was possible. 1993 in America: anything goes. If you've had enough, you're not alone.” It is now the year 2001 and advertisers are still pushing their limits. While designer brands , beauty products, fragrances and alcohol dominate sexual appeal in advertising, companies today are now manipulating “unsexy” products such as razors, cameras, and credit cards in ads to form a sex appeal as well. Needless to say, no standards have been enforced in the advertising industry to protect viewers' morals.

Most have heard the term, “Sex Sells” I decided to gain a deeper understanding of the whys and how’s behind that concept. I asked a few people to tell me what the first thing that comes to mind is when asked for examples of advertisements using sex to sell a product. Immediately, I got answers like Carl’s Jr., Burger King, Victoria Secret and Calvin Klein. There are many brands and companies that sexualize men and women to sell their products. Our society has become complacent, and these advertisements don’t come as a big surprise or shock anymore. I found myself realizing through my research that I had been exposed to the same advertisements as the examples shown in various articles I’ve read. I simply overlooked them.

Sexuality has been a popular tool to use in advertising for the past decades. It has been proven that people will more likely view an advertisement if it has some form of erotica in it. As said by Dov Davidoff , “Sex sells, unless you're dehydrated in which case you'd be much more likely to purchase water.” Even though using sex appeals to sell may have been an effective mechanism to use, sexual imagery is not the only thing that is being sold and a profit is not the only output. Utilizing sex in advertising is not black and white, there are many outcomes of selling sex. The effects of selling sex is not just money but, it can lead to long term societal consequences. This research paper will discuss the factors that are influenced by implementation of eroticism in commercialism such as women, children and controversy.

This paper is a case analysis of the business aspects of marketing the Super Bowl, America's largest sporting event. The Super Bowl is the most popular televised sporting event and is widely watched even by viewers with little interest in football who are mainly attracted to its funny and edgy advertising. Because the Super Bowl cannot be relied upon year to year to generate 'buzz' based upon its status as a sporting event, depending upon the teams that make it to the finals, it must rely upon 'event marketing' as a strategy and also 'play up' other aspects of the event, such as the foods, parties, and social aspects of watching the game. This is the optimal way to ensure that the Super Bowl audience does not become fragmented: the cohesiveness of watching the Super Bowl as an American event should be stressed in its positioning.

I was 17 years old when I first moved to this country. The first day, when I turned on the TV, different commercials came on. I watched them with a look of shock on my face. The way they portray women, in such an over-sexualized way, was shocking to me. Compared to where I come from, America is relatively closed when talking about topics surrounding sex. This use of women and sex in the media is a recurring theme that I have seen in my years of living in the United States. I am glad that I can now share, in a school assignment a different cultural view of this topic. When looking for an advertisement to do my essay on, this one stood out.

Carlos’ hopes that this paper can answer the question, “If sex does sells?” I hope to determine whether putting sexual innuendoes in advertisements help people to remember and buy the product that are being advertised? Does putting too much sexual images change our view towards sex? What are the positive and negative effects it can have to the people looking at it? Should marketers stop putting sexual images on