Sexualized commercials have become an integral part of advertising today, where they are employed to promote products that range from food and clothing to cars and alcohol. These commercials often feature attractive models who use their sexuality to sell the product. While this approach is effective, it also raises ethical concerns. In this article, we will explore how sexualized commercial messages engage both desire and internalized self-scripts, and consider future regulatory-ethics frameworks that might anticipate media forms we haven't yet seen.
Let's look at the role of desire in sexualized commercials. By appealing to consumers' desires, these commercials create a sense of urgency and need for the product being sold.
A woman can feel more confident about her appearance after purchasing a certain lipstick. The way the model looks, moves, and speaks creates a fantasy world where the viewer becomes enamored with the product. This is particularly true for younger viewers who may be vulnerable to such marketing techniques.
The message conveys the idea that fulfillment lies outside oneself, and that material goods can bring happiness. As a result, there is pressure on consumers to buy the product to satisfy their needs or attain a particular standard of beauty or success.
As soon as the product is purchased, dissatisfaction sets in because the consumer realizes that it cannot live up to the promises made in the advertisement.
Sexualized commercials engage with internalized self-scripts by reinforcing societal norms around gender roles and expectations. By portraying women as objects of male gaze, the ads perpetuate stereotypes about what men and women should be like. It suggests that men are strong, powerful, and capable, while women are seductive and submissive. This can lead to unrealistic expectations for both genders, which can have negative consequences for relationships and personal development.
Sexualized commercials often objectify women, reducing them to their physical attributes rather than their intellect, skills, or character. This objectification can contribute to sexism and misogyny, leading to harmful behaviors such as harassment and abuse.
To address these issues, regulatory-ethics frameworks must anticipate media forms we haven't yet seen.
Regulations could prohibit certain types of imagery, such as nudity or suggestive language, that create an overly sexualized environment. Advertisements could also require disclosures about how products may not deliver on promised benefits.
Regulators could require companies to disclose who was involved in developing the ad campaign, including writers, directors, and models, to ensure transparency.
There could be more public education campaigns to help consumers understand the effects of sexualized commercial messages and resist them.
Sexualized commercial messages engage both desire and internalized self-scripts, which raises ethical concerns. Regulatory-ethics frameworks can help by anticipating new media forms and promoting awareness among consumers. By challenging traditional gender roles and expectations, they can encourage more equitable and healthy interactions between individuals.
This will promote a safer and more positive advertising landscape for all consumers.
How do sexualised commercial messages engage both with desire and internalised self‑scripts, and how might future regulatory‑ethics frameworks anticipate media forms we haven't yet seen?
Sexualized commercial messages are designed to appeal to people's desires for pleasure, satisfaction, love, and fulfillment. These messages create expectations that may not be realistic, and they can lead to dissatisfaction and feelings of failure when people cannot meet these ideals. Internalized self-scripts refer to the beliefs and attitudes that people have about themselves based on their experiences and upbringing.