Abstract:This paper is a brief analysis on the issue of using sex appeal in advertising and the sex role of western women. Sex appeal is popular to be used in advertising. To conduct the study, qualitative research method is used. By analyzing it, we can find that advertisers use seductive models in advertisements to attract the eyes of consumers and then stimulate their desire to buy. One of the most significant reasons for this phenomenon is that we are still living under male-dominated culture. The sex role of women in advertising in such a culture is unfair to women. The media, a representative of the society, should show more respect to women and value more of their contributions towards society rather than their sexual appearances. 

Key words: sex appeal; advertising; male-dominated; sex role

Table of Contents

Abstract

中文摘要

1. Introduction-1

1.1 Definition of sex appeal-1

1.2 Sex appeal in advertising-1

1.3 The aim and the research method-1

1.4 Structure of this thesis-1

2. Literature Review-2

3. Theoretical Framework-3

3.1 Gender roles of men and women-3

3.2 Media and people’s value system-3

4. The Use of Sex Appeal in Advertising-4

4.1 The history of using sex appeal in advertising-4

4.2 Contemporary use of sex appeal in magazine advertising-4

4.3 To increase the purchase intention with sex appeal-5

5. The Role of Western Women in Advertising-7

5.1 Women’s sex role in the male-dominated society-7

5.1.1 Women’s subordination to men-7

5.1.2 Sexy models in advertising created by and for men-7

5.2 The objectification of women in advertising-7

5.3 The influences of advertising on people’s values and norms-8

6. Conclusion-10

6.1 Main findings-10

6.2 Implications and limitations of the study-11

References-12

Acknowledgements-13