with sexuality. But they have also
become a controversial issue in
the advertising industry.
Much of the controversy
centers on the Obsession ads,
which were introduced earlier this
year. The ads, strongly sexual in
nature, have kept the Calvin Klein
name in the headlines. Whether
the ads or the ensuing publicity is
selling his perfume, no one can
say for sure. But Obsession "is
now among the top three sellers
in every major department store
in the nation," Robin Burns,
president of Klein cosmetics, is
quoted as saying in a recent
report on the subject.
Reactions to this type of ad
have ranged from outrage to
indifference. Many view them as
part of our society's sexual
openness but Dr. Nikki

Benokraitis, associate professor
of sociology at the University of
Baltimore and co-author of the
book, Modern Sexism: Blatant,
Subtle, and Covert
Discrimination, regards them as
very close to pornography.
"The media creates needs and
then it says, 'Listen, this is how
you can meet those needs.
When women look at an ad, they
say, 'That's not like me at all,' but
another part of them says, 'I
would like to look like this.' The
women are being fondled and
loved. The older we get, the more
we identify with it," Benokraitis
says.
"The cosmetic industry is
successful, not because of the
18-year olds, but because of
women in their 40s. Aging is
scary, but why so much more for
women? In terms of our values,
it's a woman's attractiveness that
is so important, while economic
success is the value for men,"
she continues.
"A lot of this is sexist, because
it's not portraying Women. We are

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