SEXUALITY AND ETHICS IN ADVERTISING - A RESEARCH AGENDA AND POLICY GUIDELINES PERSPECTIVE

Sexuality in advertising is a major area of ethical concern, though su rprisingly little is known about its effects or the norms for its use. The author suggests a framing perspective on these two issues that co nsists of (1) a research agenda concerning the alleged effects and mor ality of sexual appeals (i.e., teleological vs. deontological consider ations) and (2) a set of ethics-based, policy guidelines for addressin g these issues (i.e., choice enhancement vs. consumer protection). App lying this framing perspective, the author provides a basis for making ethical choices about the use of sexual appeals in advertising.