Thesis Statement: The more body exposure is shown in an advertisement, the more effective it will be; the fairer the skin, the more successful an advertisement will turn out.

CHAPTER I

INTRODUCTION

A. Background of the Study

Sexual advertising is a statement that has proved itself since the 1900s Sexual imagery or the depiction of semi-nude models or the posing of sexual innuendos are widely used in the advertising industry today. It is common for one person to see a sexual ad everywhere they go. Erotic imagery is used because it catches the viewer’s attention. “The idea of commercial advertising is pretty simple: people see, listen to or read an advertisement. They recall the brand, its strap-line and the product. They later recognize the products in shops, on the web or elsewhere and buy it. They trust products more that have been advertised. Good ads lead to great sales.” (Furnham, 2013).

Basically, advertising is all about making people “see” what they need to see and “hear” what they need to hear. The big question is, how do they make people notice? There is a fine line between sexy and pornographic. What advertisers tend to overdo, is the way they portray sexiness in their ads. Most of the time, sexiness is presented through dominance either from the man or from the woman. Along with dominance, sexual ads uses implications to further tease the viewer’s imagination creating a lasting effect on the person’s memory. This can also be enhanced with suggestive images, lighting, music, romantic locations, etc.

B. STATEMENT OF THE PROBLEM

This study aims to find out the effects of sexual incorporated advertisements in a reserved country like the Philippines; it seeks to answer the following questions: 1. What is the profile of the respondents in terms of: 2.1 gender 2.2 age 2. What are the advantages and