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Complete 15 pages APA formatted article: To what extent the effectiveness of sex appeal in advertising may be reduced by factors like religion, culture, morals and traditions. Empirical data are chosen on the basis of qualitative interviews among representatives of UK sub-cultures: Anglo-Saxon and Asian Islamic. Interviews were focused on consumers’ reactions to Tom Ford ads. Different reactions of UK sub-cultures’ representatives witness multicultural nature of UK market and a necessity of different advertising campaigns for western and eastern nationalities.

Advertising is abundant with sex images. UK advertising shows a frequent application of sex appeal in the mainstream advertising. The major objective of suppliers is to draw attention to the information they hold. Therefore sex appeals perform a communicative function (Saunders, 1996). With a course of time, advertising becomes more and more absorbed by sexual appeals. Thu this is an efficient strategy (Reichert, 1999). There is a necessity to differentiate between nudity and sexual explicitness. “Sex does sells,”– this phrase is a motto for modern suppliers. In spite of potential consumers’ offence, sex appeals penetrate in every sphere of production: cars are advertized by naked girls, men perfumes are sold because they are depicted on the background of vagina (ad by Tom Ford). A vivid discussion among critics may consider both usage of naked girls as an enslavement of a female body and an immoral usage of such kind of images with regard to Muslim culture, for example.

The effectiveness of sex appeal is discussed in detail by Bumler (1999), who underlined that sex appeal is used as “…the most powerful weapon in their [suppliers’] arsenal and therefore they use graphic images to get and hold on to audiences’ attention” (1999, pp. 34). Biological instincts of humans are stricken by such kind of ads. In other words these ads “…affect persuasion, especially in a saturated media environment typified by passive viewing exposure (Reichert, Heckler & Jackson, 2001).