Well, it seems as though Vermont Teddy Bear Company is all over the place. Even as a banner for Daily Kos "Size Matters." The use of sexual or erotic imagery, "sex appeal" in order to draw interest to and to help sell a teddy bear is highly offensive. The imagery they use, such as that of a scantily dressed pretty woman in a red negligee, has no connection to the teddy bear being advertised. The purpose of the imagery is obviously to attract the attention of the potential customer or user. That type of imagery is suggestively sexual. Sex has been utilized in advertising since its beginning and believe me I'm no prude. What I find overtly offensive is that they have sunk so low to connect a wholesome and innocent product that we all know and conjures memories of childhood to sex. When sexuality is used in advertising, certain values and attitudes towards sex are necessarily 'sold' along with the product. By tying teddy bears (a child's toy) to sex they're implying that innocence is sexy. Using sex as an advertising tool has proven very successful. I'm just shocked that Vermont Teddy Bear choose to do so. But, then, I may need to reconsider my shock since they also choose to advertise on Rush Limbaugh's disgusting show. He cultivates a ubiquitous sex-tinged media presence that defames women. It's all starting to make sense to me. Vermont Teddy Bear's goal is to make money no matter how tawdry their efforts may be.
That said, studies have shown sex doesn't always sell. Some sexually oriented advertisements provoke a backlash against the product. In 1995, Calvin Klein's advertising campaign showed teenage models in provocative poses wearing Calvin Klein underwear and jeans. The ads were withdrawn when parents and child welfare groups threatened to protest and Hudson stores did not want their stores associated with the ads. It was reported that the Justice Department was investigating the ad campaign for possible violations of federal child pornography and exploitation laws.
It appears Vermont Teddy Bear is taking a double risk this Valentine's Day. Customer backlash from those who detest Limbaugh and those who detest their sexual innuendos about size and women hopping into bed with a teddy bear. Or, possibly they detest both. In any event, their use of sex may attract one market demographic while repelling another.
Use of sexual imagery in advertising has been criticized on various grounds. Religious Conservatives and Tea Partiers often consider it obscene or immodest. Feminists and Progressives claim it reinforces sexism by objectifying the individual and exploits women. Increasingly, the Vermont Teddy Bear advertisement has been complicated by it's placement on Limbaugh's sexist program.
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