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Sex In Advertising There is no dispute over the power of advertising to inform consumers of the various available products, and in today's economy, effective advertising is essential to a company's survival. The purpose of advertising is to convince people that a particular company's product is better than their competitor's product. Advertisers must carefully aim the product to the appropriate audience, and this is often obtained by using sex in the advertisement. Unfortunately, this can …

…feature both girls and boys, but boys tend to be the dominant ones. Ads aimed at boys portray far more activity and aggressive behaviour than those for girls, and tend to be far louder. Boys are typically shown as active, aggressive, rational and discontented. Boys ads contain active toys, varied scenes, rapid camera cuts and loud, dramatic music and sounds. Girls ads tend to have frequent fades, dissolves, and gentle background music (Welch et al.)