"Running head: SEXUAL APPEAL APPROACHSexual Appeal Approach in Product PromotionName of the StudentName of the UniversityAuthor’s NoteSEXUAL APPEAL APPROACH 1Table of ContentsIntroduction: .................................................................................................................................... 2Background of the sex appeal in product promotion: ..................................................................... 2Ethical consideration of using sex appeal in product promotion: ................................................... 3Sex appeal implementation practice in product promotion in India: .............................................. 4Sex appeal implication in product promotion in India: .................................................................. 4Indian regulation regarding sexual approach in product promotion: .............................................. 5Recommended practice in sexual approach in product promotion: ................................................ 6Conclusion: ..................................................................................................................................... 6Reference List: ................................................................................................................................ 8SEXUAL APPEAL APPROACH 2Introduction:The sexual appeal approach in product promotion is referred to the eroticized imagery ofwomen to provoke the ego of men and entice them for purchasing the products. This particularbusiness approach is so pervasive that it uses women model to expose some curvature of theirposteriors to attract more customer for their business. The sexual appeal approach has been trendfor product promotion activities across the world for a long time. This particular marketingstrategy has been implemented in the sport promotion of International market. In this context,this article aims to discuss the background of sexual appeal approach in product promotion. Italso indicates the ethical consideration of implementing the sexual appeal approach. In addition,it also identifies the implementation practice concerning the sex appeal approach in India.Furthermore, it reveals the implications of sexual appeal approach in product promotion in India.Background of the sex appeal in product promotion: The sexual appeal approach has been used in the product promotion since the last quarterth of 18 century. The major tools for using the sexual appeal approach have been illustration ofattractive women as well as woodcuts. Generally, it has been identified that tobacco, tonics aswell as saloons brands implemented this marketing strategy in a significant fashion. It wasclaimed by various companies that the sexual appeal has a tremendous influence on increasingthe sales as well as consumer interest (Wee, Choong&Tambyah, 1995). For instance, the earliestuse of sex appeal was conducted by the Pearl Tobacco brand in the year of 1871. It offeredsexually provoking trading cards inside the W. Duke & Sons cigarette packet, which transformedthe company in to leading brand within two decades.SEXUAL APPEAL APPROACH 3There has been lots of other implementation of sex appeal approach conducted by sex andsoap, condom, garments companies. The major examples are promotion of Woodbury’s FacialSoap, KamaSutra condom, Benetton garments and Calvin Klein jeans Company (Adhikari,2016). After this long journey of two centuries the sexual appeal approach is still proved as mostsignificant marketing strategy for communicating with the market place.Ethical consideration of using sex appeal in product promotion: It is commonly considered that the marketing is highly dependent on unethical practice.The complexity of this particular discussion gets a notch higher when the sex appeal approach ismixed with the teen segment. In the current world of literacy the advertisements are not judgedbased on philosophical statement but the associated complaint or feedback (Putrevu,&Swimberghek, 2013). Therefore, the advertisers must develop their product promotionaccording to the ethical judgment of the society. In the Indian market it has been noticed thatwomen are still represented as the dormant character in the advertisement. The advertisers must keep in mind that the sexual superiority indication is offense to thewomen right. As media plays a significant role in the society’s perception development theycannot use women as mare sex object in their product promotion (Peloza, White & Shang, 2013).In addition to that, the advertisers must not use women for just creating a sexual allure to theproduct promotion. Furthermore, the advertise practitioner has no control over the watchingaudiences. Therefore, they should not include sexual innuendo in the teen segment as it willprovide a wrong indication in this cognitive development stage.SEXUAL APPEAL APPROACH 4Sex appeal implementation practice in product promotion in India: The study on the sexual appeal implementation practice in India reveals that the womenhave been noticed to be used in household, bathroom and kitchen product promotion as a maincharacter (Shimp& Andrews, 2012). However, the on-camera representatives of the product aswell as voice-overs are male. On the one hand, the male are observe to represent the authoritativeas well as independent roles whereas the female were presented as dormant character in theadvertisement. Moreover, it has been observed that females are observed to obtain approval fromfamily members whereas the male are noted to gain approval from their friends. It clearlyindicates an attempt to establish the gender superiority in Indian society that often misguided theconsumers as they consider it natural order of the society (Percy & Rosenbaum-Elliott, 2016). Ithas been also observed that majority of the advertisement tend to portray the female character asa sex object or a means of stroking the ego of the consumers. In most of time the advertisementuses women for recreational purpose rather than decorative purpose. However, the contemporaryargument has forced the companies to use the women in more authoritative role, albeit it islimited to the female used products promotions.Sex appeal implication in product promotion in India: The advertising industry highly emphasize on the proverb ‘sex sell’ that establishes theimportance as well as dependence of product promotion on the sexual appeal approach. Theextensive study on the consumer behavior has explicitly indicated that majority of the consumersget aroused from the product promotion that has used sexual appeal approach. It is observed thatthis arousal creates a high recognition of the sexual content associated with the productpromotion and thereby the brand (Bharti& Kumar, 2016). This recognition ultimately generatesthe sales of the product."