Rianna Daniels Public Speaking Final 4/29/2013

Specific Purpose: My audience will know about sex being used in advertisement. INTRODUCTION
I ATTENTION GETTER: You walk into your house and its completely quiet, you call your roommates name and there is no answer but her car is outside. As you walk up the stairs you begin to hear moans; YES,YES,YES you stop in your tracks and go back down stairs Oh my God is she having sex twenty minutes later your room mate comes down with a towel around her hair and you make a comment like Well geesh could you get any louder she starts laughing and says she was just washing her hair and mocking the commercial where the lady is in the shower washing her hair making sexual noises because it feels so good. The comparison sex to getting hair washed. II Credibility Statement: As a young adult shopping in the mall walking by stores I admit to saying; that skirt on the mannequin is sexy. Having been the designer of a clothing boutique i also admit to putting the sexist dress on the mannequin, Because when you are trying to find those perfect jeans or shirt the objective is to looks great and what is a better form of feeling great than feeling sexy. III Relevancy Statement: According to Tom Reichert a professor of advertisement and public relations at the University of Georgia, sexual imagery is used to sell almost everything; bank services, beauty supplies, entertainment and alcohol. All products that everyone in this room uses. IV Preview: I want to tell you today how sexual imagery came about in advertisement, how this tactic works in the industry, and what are some of the affects it has on us as the consumer.

BODY
I When Did Sex In Advertising Begin The 1920s marked the beginning for sex usage in advertisement, however the sex in advertising back then was probably subtle enough that we wouldn't even notice it was there. Though, suggesting that your skin was nice enough to touch at that time was just this side of pornographic.You would be amazed to find how often we mislead ourselves, regardless of how smart we think we are, when we attempt to explain why we are behaving the way we do, Ernest Dichter observed in 1960, in his book The Strategy of Desire. He said that marketplace decisions are driven by emotions and subconscious whims and fears, and often have little to do with the product itself.His insight changed the way hundreds of products were sold, from cars to cake mix. He pioneered research techniques such as the focus group, understood the power of word-of-mouth persuasion and earned startling fees for his theories. This would begin advertisement with a sort of twist as we know it today.

Internal Summary: It began small in the 19th century and went big by the 20th and sex appeal to sell products became the new wave to make money in the market industry Transition: Well now that we know when it started lets see exactly what tactics the market industry uses l to persuade their audience.

II How does the Tactic of Sex Appeal Work in the Market Industry W.Duke and Sons, a manufacturer of facial soap, says back in 1885 they included trading cards in the soap's packaging that included erotic images of the day's most popular female stars. The link between soap and sex is slim at best, but it worked.Many researchers have said that attraction is something genetically programmed in our brains, but Dr. Cara DiYanni, a psychology professor at Rider University seems to believe that there is more to it than biology, that most of it is learned. For example, men find women with an hour-glass figure to be attractive. This is partially biological because wider hips are a sign of fertility and the ability to give birth. However, many cultures have exaggerated this biological preference and have developed an idea, which involves women struggling to reduce their waist size in order to emphasize their hips and that hour-glass shape. Companies manipulate your mind. Arguable, Calvin Klein and Victoria's Secret are not much different than Hanes or Fruit of the Loon, but perception studies show those brands are perceived as sexy because the models exaggerate the image of that hour glass shape. Internal Summary: The use of sex in advertising has become successful by manipulating your mind and twisting biological traits into societies corrupt way of portraying how men and women should look and then selling you items to maintain that ideal image. Transition: Well lets transition from the market industries strategies into how the every day consumer preserves these advertisements. III How do People React to Sex in Advertising Yes, sex sells It's a fact. Popular mens magazines like Maxim and FHM have experimented often with their covers. In a survey of 100 men by Maxim Magazine taken in Times Square in 2008 76% of men said when a sexy, semi-naked woman appears on the cover, it outperforms an image of a male star, even if that star is someone men want to read about. Many believe the sexier the better, as it is said in shopping if you don't love it on the model you wont love it on you, and therefore wont buy it. How ever Sex in advertising also turns consumers off. People may buy your product one or two times due to the erotic interplay, but if the product isn't any good, you won't hold onto the customers for long. Not only that, they'll feel cheated, talked down to, or outright patronized. And that will take a much greater effort on the part of the advertiser to regain that trust.The May 2006 Nutrition Research Newsletter and Jill Neimark,a health specialist, both say that in advertising the models that are used are air brushed to be so

perfect that is creating body image problems from men and women increasing eating disorders and cosmetic surgeries. Internal Summary: The advertisement becomes a lot bigger than the actual product causing controversy as to if the tactics are appropriate and even necessary or possibly harmful. Transition: Sex... came into advertisement, manipulated you into buying endless products, and made you question your sex appeal. CONCLUSION In closing i think its safe to say sex may be here to stay, it's getting more blatant with every passing year. The rise of the internet over the last 20 years has produced a direct line for much stronger, graphic sexual material to enter consumers' homes. And they're responding to it, it is a multi-billion dollar business, But do you really need moaning to demonstrate that your shampoo is going to do the job? CITATIONS: Sex advertising on the Rise, Stephanie Pappas, Live science Article, 06.June 2012, Google search The Strategy of Desire. Ernest Ditcher. Chapter 6. 1960. Book The Science of Sex- Appeal to the Ideal Man and Woman. Ben Moy. Article. The Rider Newspaper. Ebscohost