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As we now live in a world where sexual imagery can be found easily online, scantily-clad men and women in advertising are not going to capture the attention and generate the arousal they once did. Overtly explicit sex adverts are no longer deemed fashionable. There has been a big political shift that is altering peoples’ interest and focus, and a big part of this is the recent political upheaval in the US.
To capture consumers’ attention something less frivolous is needed, as people feel a need to right the wrongs in the world.
Interestingly, both men and women adopt negative views of ethical causes “exploiting” women in this way, as the audience ends up questioning the integrity of a charity which would seemingly benefit from taking advantage of women.
They stop at Jane's friend's place in Pittsburg and take her with them west, making a long stop in Tucson. A woman's husband apparently has deserted her and their daughter. Max meets Elizabeth; they live together, but when she talks of marriage, he balks.
So she decides to get on with her life which might include dissolving their union and seeing someone else. He becomes extremely jealous, probably without cause, and thinks she's taken up with a friend of his, Jack.
During the 1970s and 1980s, pop bands such as Queen tantalised audiences by singing “I am like a sex machine ready to reload/ Like an atom bomb about to oh oh oh oh oh explode,” and manufacturers of everything from cars to cigarettes featured pretty women in their advertising, hoping to boost sales.
More recently, we have seen Marks & Spencer create saucy adverts for its food, a style dubbed “food porn”.
The problem is that if people are continuously faced with a large volume of sexual imagery, they eventually become desensitised to it and so no longer experience physiological arousal.