Ethics

The use of sexuality in advertisement is always appropriate because it draws attention, benefits memory and positively influences behaviour. The main purposes of sexual messages on television are almost universally presented in a positive light with discussion on the issue in question. Sexuality benefits are shown in the following topics:

Health

The use of sexuality in advertisement is always appropriate as it draws attention compared to any other contents. The contents used in an advertisement for sterilization is always sexuality in order to educate people about the disease prevention method. Sexuality about a particular issue is offensive only if both the matter and the manner are offensive. For instance, the advertisement of AIDS virus prevention may appear somehow sexuality, but it portrays a very useful and persuasive tool in that matter. Normally, preventive advertisements provoke a negative reaction from the targeted audience as it condemns their behaviour and ask that they change their behaviour. A study conducted in Flora and Maibach shows that health information is crucial element in preventive approach but in isolation to sexuality it will not be powerful enough to generate long term changes.

Education

Sex education is about developing young people’s skill so that they can make informed decision/choices about their behaviour, and feel confident and competent about acting on those choices. Young people have the right to sex education as it is the means by which they are helped to protect themselves against abuse, exploitation, unintended pregnancies, sexually transmitted diseases and HIV and aids. Providing sex education helps to meet young people’s rights to information about matters that affect them, enjoy their sexuality and the relations that they form. A sign on a university campus in Ethiopia emphasising the HIV risk associated with sex reads “Rushing into sex is pushing into HIV take care” Another advertisement on the Australia television that...