The “Sex Sells” Culture
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2026-04-13T03:33:56+00:00
The 1990s marked a turning point in which sophisticated brands began adopting the “sex sells” culture. Polo Ralph Lauren is a prime example of an originally modest brand portraying an
upscale lifestyle, who shifted to models that were “younger and more sexualized than in past ads” (Reichert and LaCaze 205), “Provocatively dressed women are present as well” (Reichert and LaCaze 218). One of these emerging advertisements even describes a woman where “emphasis is placed on her breasts and torso.” (Reichert and LaCaze 218). If “ads portray lifestyles rather than specific items” (Reichert and LaCaze 208), then society must question what lifestyle is being promoted as desirable?
Additionally, these “sexualized portrayals in advertising have overwhelmingly featured women, reflecting a persistent gender imbalance” (Sigurðardótti et al. 3). Mulvey describes that “in a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female” (Mulvey 6). Therefore, this sexualization promotes the gender imbalance by portraying women as easily accessible to fulfill male desire. Upon analyzing the evidence, the intention behind female oversexualization must be to keep women as passive, and submissive to reinforce the gender power imbalance. Society can only uphold its patriarchal values by positioning women in such roles.
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