When it comes to sexually explicit content in advertising aimed at adolescents, many people have conflicting opinions about whether it is appropriate for this age group. On one hand, some believe that such material can increase sexual awareness and knowledge among teens and provide them with valuable information about their bodies and relationships. Others argue that exposure to sexualized media may lead to unrealistic expectations about how they should look and behave in romantic situations, leading to poor self-esteem, anxiety, depression, and even unhealthy behaviors like eating disorders or substance abuse. The research literature suggests there are several ways that exposure to sexualized media affects adolescent attitudes and behavior related to sexuality, including shaping perceptions of attractiveness standards, relational norms, and sexual behavior expectations. This article will explore these effects in more detail.
Sexualized advertisements influence what teens consider attractive and desirable in partners. In a study conducted by Dittmar et al., participants were shown images from either sexually neutral magazines or sexually explicit magazines and then asked to rate the attractiveness of various body types. Those who had been exposed to sexually explicit material rated thinner bodies as more attractive than those who viewed nonsexualized material. This finding aligns with other studies that show that exposure to thin body images in the media leads to low self-esteem and eating disorders among women (Cash, 2015). Similarly, a study by Swami et al. found that exposure to sexualized advertising caused boys to have more favorable attitudes towards casual sex while decreasing girls' self-esteem (Swami, Tran, & Reiss, 2014). The authors attribute this to the fact that boys receive positive messages about masculinity when viewing such material, while girls experience feelings of shame and embarrassment due to their failure to live up to ideal beauty standards.
The evidence suggests that exposure to sexually explicit content can distort teenagers' perceptions of what is considered desirable and lead to negative outcomes like unhealthy dieting behaviors or increased risk-taking related to sexual activity.
Sexualized advertising affects how adolescents understand romantic relationships. A study conducted by Watt and Pennell found that young people who were exposed to sexually suggestive media tended to believe that intimacy was less important in relationships compared to those who did not see such material (Watt & Pennell, 2017). This suggests that sexualized imagery may promote a transactional approach to dating, wherein partners are seen as objects to be used for pleasure rather than meaningful connections. Another study by Kinnish and colleagues found that adolescents who viewed sexually charged media had lower levels of commitment and satisfaction in their relationships (Kinnish et al., 2018). This may be because they do not understand the importance of building strong emotional bonds with partners, instead focusing on physical gratification. It seems clear then that exposure to sexualized media has the potential to change how adolescents view intimate relationships and interpersonal communication.
Research shows that sexualized media influences teens' expectations about appropriate sexual behavior. A study by Tran et al. found that boys who were exposed to pornography were more likely to hold beliefs that casual sex was acceptable and that girls should take an active role in initiating sexual encounters (Tran et al., 2016). In contrast, another study by Swami et al. found that exposure to sexualized advertisements decreased girls' attitudes towards condom use and increased their likelihood of risky behaviors like unprotected sex (Swami, Tran, & Reiss, 2014). These findings suggest that sexualized media can lead to unhealthy and potentially dangerous sexual practices among young people.
The effects of sexualized advertising on adolescent perceptions of attractiveness, relational norms, and sexual behavior expectations appear complex and multifaceted. While some research suggests that such content may increase awareness and knowledge, other studies indicate that it can contribute to low self-esteem, poor body image, distorted views of romantic relationships, and unrealistic sexual expectations. Parents and educators must be aware of these dangers when considering whether or not to allow their children access to sexually explicit material.
How does exposure to sexualized advertising affect adolescents' perceptions of attractiveness, relational norms, and sexual behavior expectations?
According to research, exposure to sexualized advertising can have various effects on adolescents' perceptions of attractiveness, relational norms, and sexual behavior expectations. These effects include increased pressure to conform to unrealistic body standards, difficulty developing healthy romantic relationships, and skewed perceptions of what constitutes appropriate sexual behavior.