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October 20, 2014
'They Attract' Ad Shows Objectification Still an Issue
 
AdLand continues to get a bad rap when it comes to how women are portrayed in advertising and within the industry.

No doubt because worldwide, the objectification of women is still a big problem. The adage that everyone knows is "sex sells." But recent studies in consumer buying patterns versus sexy advertising clearly show that sex actually doesn't sell. Attention does not equate to conversion. 

Let's look at a more recent example.

Moscow had a campaign where trucks had a huge picture of a topless woman with the tagline "they attract." Based on the response, they certainly did — the ads caused over 500 accidents during the campaign.

More on the story here.

Neither the article nor the actual billboard say what the advertisement was for. But if the group had to stoop for this kind of foolishness, it was probably for a product that couldn't stand on its own.

Until AdLand finally quits silly tactics like this, AdLand will continue to get bombarded with claims for equality, and calls to end the objectification of women.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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