Research Reveals What Kids & Parents Really Think about Sexually Explicit Advertising

March 31, 2005, Toronto. Kids today don't notice the sexually provocative clothing ads on billboards, transit shelters and buses. That's what they told Reactorz - a youth-powered research engine. According to a recent poll, there is no brand recognition among the younger kids to major labels such as Gap, Calvin Klein, Buffalo and Parasuco. "Not only do they not notice the brands - they don't notice the sexual angle being used to sell the clothing. Teens have more brand recognition but are turned off by the sexually provocative advertising campaigns. It doesn't affect how they think about the clothing - they are so used to it that they draw a distinction between an advertising campaign they don't like and clothing that they do like" says Kelly Lynne Ashton, Research Director for Reactorz. What do parents think? Advertising that puts models in explicit sexual poses is wrong but they feel it is having no affect on their children.

So should marketers relax, knowing that the kids are all ok? Both the parents and kids strongly stated 'NO!' They want advertisers to take note of their objection and find another way to sell clothing. They felt that sex in advertising is getting too explicit and even if the kids and teens don't 'seem' to be affected they still worry about the overall impact these kinds of portrayals will have.

"I believe that society has accepted the portrayal of sexiness and flagrant exposure of the body over the past few years. These types of images should not be in public view, our kids are not ready to grow up and see this type of advertising until they are older, perhaps in their late teens? I am of the opinion that these images and types of ads should be limited to adult or older teenage places of frequency." (Parent)

"I don't think that any advertisement that has 'dirty things' on it should be shown in public cuz it can harm younger kids who aren't mature and the advertising companies are brainwashing u because they're using young and beautiful models to advertise their products!" (boy, 16)

"I think I've grown use to these ads. …. Not that I'm saying these ads are appropriate it's just that I've grown so use to seeing these ads everywhere, it just isn't special no more." (boy, 16)

"Everyone in these ads is skinny and good looking and naked, or in porno position / sexually explicit. Teens know advertisements are to sell things, meaning they try and make them the best looking as possible and so it's hammered into our heads that these things are good. The best in fact. … We want to look good and to show people that we are interesting and so forth…."fit in"… and we are wrongfully made to believe this is how." (girl, 16)

"I am hoping that all the negative comments about the ads will be taken back to the advertisers and that they will think twice about trying to sell us stuff with "sexy" messages." (boy, 12)