Abstract

This manuscript presents three theoretical topics surrounding a controversy in advertising. The topics include the negative externality of sexually suggestive materials, the responsibility for the effects of advertising on indirect targets such as children, and recommendations on how advertisers can mitigate these issues to protect themselves. The manuscript includes a brief overview of the 165-year history of sex
appeal in advertising. It presents a discussion of the ethical and socially responsible aspects of advertising and its negative externalities as it relates to objectification, gaining attention, and predatory advertising. The Parents Bill of Rights for advertising to children is discussed.

Key Words: advertising, ethics, targeting children, sex appeal