Liberal Europe on Sex and Beauty

Skinny, plastic and beautiful is how America loves to display sex and beauty in their advertisements. Walking outside to see a beautiful face on a large building advertisement would not be a surprise to you. Though, being in international countries, for instance like Germany and Czech Republic, are not as conservative as the Americans. They depict sex and beauty in a more descriptive way then the average American advertisements.

When looking at most European advertisements, they are more liberal than those in America. For instance one ad that I have seen in Germany depicted a naked woman with nothing but her heels on, covering only one body part with her hands. In Amsterdam two young women in sexy lingerie were promoting “wear less…” Another example is in the Czech Republic an advertisement that displayed a naked girl in the sand. It was black and white and only her orange head piece was in color. These two

advertisements would never be represented in the States. In America, portraying naked girls is not conservative and goes against values and morals. So when you see European advertisements it’s a little shocki

ng to see something you wouldn’t expect to see on an outside building.

All of these advertisements, European or not, have showed off young, pretty, in shape women. Beauty is definitely a priority for both continents. No matter what country you’re in, beauty is always a part of the equation. Beauty illustrates a face that everyone wants to look like and be like. It makes the advertisement very attractive and attention grabbing. You can’t help but look at a beautiful face and wonder what that model is selling and how it works. It gives whatever product they are selling to the consumer an extra boost of confidence and interest in buying that product. This is why it is very common to have beautiful men and women in advertisements.

European advertisements would not pass in the U.S., and most likely would not work, considering the countries’ values and conformist image. Although it would not work there, it works in Europe. It’s what they are used to and something that is very common. It is not a shock when they see a naked woman advertised, because they have more of an acceptance to portraying the human body.

http://www.nytimes.com/1990/10/07/business/forum-why-european-ads-are-more-amusing.html