The reading opens with the description of what seems to be a pornographic encounter but reveals it to be an advertising campaign (Merskin 2006, p. 199) . I disagree on a whole with the negative connotations that are associated with such campaigns. The people buying the magazines that feature them are just as much to blame as the magazines who publish them. For example, if a magazine editor wants to sell more copies of their magazine they add more advertising that portrays men but mostly women in scantily clad outfits often in sexualising positions, revealing parts of their body that would be associated with sexualisation.
Why is this occurrence the editors fault? Parents groups would have you believe that the editors of the magazines want to sexualise young minds so as to gain lifelong readers of the magazine. But why would an editor have such provocative ads? Sex sells, cliché as it may be, no one is to blame for a humans base response to their primal urges, sex sells regardless of format. Playboy magazine is on the highest selling magazines in the world for the simple reason that sex sells.
There is an old saying, all is fair in love and war, I take it as no coincidence that war time is one the highest selling newspaper times. Love, or rather, sex in this case is no different. The editor’s responsibility is to sell issues, young girls may be idolising the women on the cover of these magazines but as long as they keep on buying them the editors will keep on using the sexual advertisements. Why shouldn’t they? The young girls at risk have the will power to not buy them, and if they didn’t, the ads would have to change accordingly. It isn’t the magazine industries fault for these sexualised advertisements or the sexualisation of young minds that occurs because of it. The blame should lie on the customer.
References
Merskin, D., 2006, ‘Where Are the Clothes? The Pornographic Gaze in Mainstream American Fashion Advertising’ in Sex in Consumer Culture: The Erotic Content of Media and Marketing, ed. Reichert, T. & Lambiase, J., Lawrence Erlbaum Publishers, Mahwah, pp. 199-217.