Originally Written for English 102 (Honors) on May 3, 2002.

The business world spends millions of dollars a year in advertising.

In fact, hundreds of businesses create snappy slogans and interesting taglines. Most of the time, the advertisements do not talk about the actual product. Instead, they use salacious content in their ads. Yet, this type of marketing works on the American people. As a result, businesses believe they have a model for whatever they are selling. The strategy affects both the customers and clients, forcing some people to speak out against the advertising world.

One of the challengers is Gloria Steinem, co-founder of Ms. magazine. She believes businesses have become too stubborn in their marketing techniques and refuse to meet the needs of potential clients. Steinem analyzes this controversy topic in her article entitled Sex, Lies, and Advertising.

Steinem begins her case by relating the time she spoke to a Soviet official. She said that to gain control of the media and the masses he would need possession of the advertising world. She maintains that advertisers influence the public more than journalists. This concern has always been a problem for her magazine, a rare example of an intellectual publication for women.

Steinem feels that other magazines like Time and Newsweek are not coerced to gain advertisers in their respective magazines. She explains the history of Ms. magazine, citing the trials of gaining legitimate ads that would appeal to her readers. Since advertisers would not meet her requirements, she hired a highly respected editor. This editor took pride in her work and put her job on the line when necessary. As a result, the controversy became more heated for beauty supplies, cigarettes, books, racism, and sexuality. Steinem and her colleagues managed to revitalize the magazine and gain editorial control.

Although companies are buying space in a magazine for advertising, the editors and staff should have control over the content.

One, advertisers are renting space. They do not own the magazine. For example, a tenant must adhere to the wishes of the landlord. A landlord decides what their tenants can do with their property, even though the tenants are paying for the space. The same applies to advertisers. They should not be allowed to settle on a single advertising technique then demand all magazines accept the idea. Indeed, the customer is not always right just because they are renting the space.

Two, advertising should appeal to all kinds of people. Everyone is different. Businesses are narrow-minded when they use one type of advertising. We do not fit in the same mold, so advertisers should not suggest that in their ads. Reality is better than stereotypes!

On a final note, Steinem is correct. The public is deceived by advertisers. The American people will speak out against racism, violence, and sexual crimes. But we refuse to acknowledge the insidious effects advertising has on our society. Sadly, we accept stereotypes in magazines without hesitation, not realizing that advertisers use the suggestive content to sell a product.

WORKS CITED

Steinem, Gloria. Sex, Lies, and Advertising. Reprinted in Reading and Writing about American Culture and the Media.