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Peer Review

Sex in Advertising



Overall Numeric Rating:

3.1 stars
Content Quality: 3 stars
Effectiveness: 3.3 stars
Ease of Use: 3 stars
Reviewed: Apr 14, 2004 by Business Editorial Board
Overview: This module contains an assignment about the use of sex in advertising.
Contents include a task sheet for students as well as overhead templates, copies
of ads, and instructions for the teachers.
Type of Material: The material is most appropriate as a supplement for teachers rather than a site
for student use. Students will need some guidance and input to gain an
appropriate understanding of the material.
Recommended Uses: This material is recommended to be used by teachers working with their students
to generage class discussion. It should not be used by the students alone.
Technical Requirements: None.
Identify Major Learning Goals: The major learning goal is to have stdents understand how to evaluate the impact
and use of sex in advertising. A secondary learning goal is for students to
understand how print media uses sex to sell products.
Target Student Population: The target student population includes high school Juniors and Seniors.
Prerequisite Knowledge or Skills: The information is fairly basic so students do not need any special knowledge
pertaining to advertising. However, some of the terminology used in the task
sheet is a little challenging so students need to have a strong vocabulary.

Evaluation and Observation

Content Quality

Rating: 3 stars
Strengths: The module provides good material for teachers who want to discuss the
implications of sex and advertising in their classes. It is good subject matter
to catch the attention of juniors and seniors in high school.
Concerns: The point of the exercise is that "sex sells" and sex is certainly used that way
in some advertising, but not in all of the media advertising. This point is
not made in the lesson. It also would seem logical that the milk advertisements
would have a female spokesperson to be more sexual in nature than the male
spokesperson since the male spokesperson is an actor on TV, while the female
spokesperson is a fashion model. The milk campaign uses advertising that plays
off of the skills and/or fame of the celebrity in the advertisement- perhaps the
advertisement should be of a male fashion model so that the advertisements are
more equivalent to each other. The ads presented are biased in the way they
present the genders. The range of products represented was narrow. The module
would be a little better if the author had found a broader representation.

Potential Effectiveness as a Teaching Tool

Rating: 3.3 stars
Strengths: It is much easier to teach a subject if the students are interested in the
subject. This is an interesting subject matter so the students will be more
interested than other academic areas. There could be some potentially good
discussion as to the purpose of advertising and the role that sexuality plays in
the advertisement of some goods and services.
Concerns: This lesson plan gives some background to the teacher concerning the multiple
meaning of sex; however, it would be useful for there to be more background and
explanation of the possible areas that discussion could be focused on. High
school students need carefully guided discussions to go along with this

There are many words used in the lesson that students may struggle with (i.e.,
manifestation, ethereal, juxtaposition, etc.)

Ease of Use for Both Students and Faculty

Rating: 3 stars
Strengths: The only technical piece of equipment that would be needed here would be a
projector, so any technical difficulties should be at a minimum. This lesson
would require a good deal of preparation on the part of the teacher.
Concerns: This teaching tool would require the teacher to give a tremendous amount of
guidance to the class. It could very easily become a three ring circus if the
teacher loses control of the classroom due to the subject matter. Students may
view this as easy material, but miss the important aspects if they are not
properly guided through the material.

Other Issues and Comments: