To promote new episodes of the show Gossip Girl, the CW released four advertisements displaying different sensual images behind attention-getting quotes. Not surprisingly, the advertisements gained a lot of public attention, as they were seen as both controversial and possibly inappropriate. By simply looking at any of the posters, the viewer is bombarded by an extremely sexual image. Every ad contains a male and female in a sexually suggestive manner, with little to no visible articles of clothing. Each image contains a quote, or some sort of text that represents the show as an indulgence that may not be appropriate for everyone. These elements seem contradictory and unfitting for multiple reasons. First of all, the show’s main viewing population is composed of female teenagers. While most viewers fall in this category, there are certainly younger individuals who watch the show. When these populations are exposed to the posters, what message is received?
We think that the posters clearly promote sex, as the main characters are the subjects of the advertisements. When viewers admire or idolize certain characters, how far will they go to mimic their actions? Will seeing the posters make erotic behavior more acceptable to them? While this is certainly a concern with teenagers, as issues like teenage pregnancy are still prevalent, these advertisements could be even more detrimental for younger viewers. The posters could contribute to a skewed development of what is sexually acceptable, and what is normal in our society in terms of sex. With one of the posters displaying a quote from The Boston Herald, deeming Gossip Girl as “Every Parent’s Nightmare,” we must question if the intent to advertise if truly fulfilled. Can a greater viewing population be gained when a warning to protective parents is blatantly given? Furthermore, is attaining a greater viewing population more significant than the sexual messages that the youth of our country are exposed to?
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