Sex sells - but should it? : The notion of using sex(ism) in tourism advertising

Abstract: This thesis provides a discussion of the use of sex(ism) in advertisement and its implications for gender roles and values, with a focus on women’s status in society. We argue that women are being objectified and still considered second class citizens, even in such a gender equality forward country as Sweden. The harm of using sex(ism) in the advertising industry is shown by how it strongly implements and perpetuates antiquated gender stereotypes upon society. This limits women’s options in many regards, such as when it comes to career opportunities, and self-development as your own entity. It is through a critical understanding of the role advertising has on society, and vice versa, that comprehension of the issue and how to move forward towards a more gender equal society can be accomplished.