Presenting Women as Sexual Objects in Marketing Communications: Perspective of Morality, Ethics and Religion

Purpose: In the current information age, when the attention spans of most people have become very short, marketers are facings serious challenges to grab the attention of their target audience effectively and fruitfully. From street corner to bedroom, virtually every perceivable location of human traces are littered with activity of marketers, whether they are small or large in scale, or the recipients of their information understand the message properly or not. Studying consumers’ acceptance of the main ethical issues in communication, mainly in advertising has recently been receiving much attention from scholars. Therefore, in order to grab the attention of people in the increasing competitive environment, advertisers have resorted to using what they feel can quickly attract the audience. For example, the attachment of attractive women with their physical natural endowments presented in explicit sexually appealing postures to products/services that have no linkage with women. These practices have raised some moral and ethical questions within the society. Therefore, the scope of this study focuses on discussing marketing communication through presenting women as a sexual object from the morality, ethics, and religious perspectives. Design/methodology/approach: This is a descriptive study based on the systematic literature review. Initially, this paper discusses the ethical issues of using women and sexual appeals in the process of marketing communication as well as the current level of practices in the industry. Then, it discusses the consequences and dimensions of the issues from different types of ethical grounds. Finally, it provides recommendations with the objective of finding a common ground from business and social perspectives. It also mentions the scopes of further research, which could lead the secular world to modify their moral values and come closer to the norms of other civilized societies. Findings: The position of the paper takes is that considering the negative effects of the prevalent advertising in society, the practice falls short of human moral values; as a result, it is considered unethical. Originality/value: This review paper examines the ethical implication of using women as marketing tools from the perspectives of morality, business, and Islamic principles that will help business groups as well as the whole religious community, especially Muslims.