Game of Consultants

Advertisement, the basis of mass media, the tool that has the power to sell any idea, the basis on which every industry continues to survive and thrive has successfully managed to mould our mindset. Sex appeal is often used in marketing to help sell a particular product or service. “Sex sells” became a controversial issue, with techniques for enlarging and titillating the audience challenging conventional moral standards. Brands such as Calvin Klein, Victoria’s Secret, and Pepsi, to name a few, use these strategy to cultivate a strong media presence.

Is there a gendered and sexualised role of advertising? What is the line between ‘sexy’ advertising and sexual objectification? Does sexualised advertisements really sell?

Check out Hitanshi Gupta’s article on ‘Is It Finally Time To Let Sexualised Advertising Go?’ that delves into these questions through a deep dive into the sexualisation of marketing industry.