ABSTRACT
A number of factors have accounted for the significant changes in the erotic appeal in advertising and sexual norms. The sexually evocative advertisement may also function as an erotic fantasy, by which the viewer safely looks for a fantasy mate who may function as a personally acceptable diversion. The advertisements featured three essential elements: a romantic man-and-woman situation; a dominant sex appeal, focused on the skin you love to touch as key to desirable charm and the famous Woodbury treatment for overcoming skin problems. Thus, the advertisements made it quite clear that the primary responsibility of women was to be sexually attractive. To women, the representations may not have been necessarily sexually evocative; it appears that they elicited a pleasurable response as well as an equal amount of criticism. Feminists not only addressed the old issues of pay inequities and a lack of opportunity, but also challenged the roles assigned to women in a male-dominated society.
