ABSTRACT
SUMMARY. The author presents a case study of the sexual appeals used in several billboards for the Hard Rock Hotel Casino in Las Vegas, Nevada. In 2004, the Hard Rock paid a $ 100,000 settlement with the Nevada Gaming Commission for advertising deemed "inappropriate." The author analyzes the messages concerning female nudity and implied sexual activity contained in two billboards cited in the formal complaint, and another billboard that used female same-sex eroticism to promote the Hard Rock as an entertainment experience. The article concludes with a discussion of the deontological concerns warranted by overtly sexual advertising. doi:10.1300/J057v13n01_11 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: < https://www.HaworthPress.com > © 2007 by The Haworth Press, Inc. All rights reserved.]
