On opening women's magazine the reader is bombarded with page after page of advertisements featuring highly sexualised images of women. This thesis explores the use of sexuality in contemporary women's magazine advertising and how women respond to this. A year-long analysis of twelve different monthly magazines, spanning three different age demographics was undertaken. A comprehensive coding schedule was developed, and over advertisements were analysed in a quantitative manner to determine the level of sexuality. Nearly women took part in an online survey. It was designed to gauge their responses to the use of sex in advertising, as well as the influence of advertising overall.

TOKYO: A women's university in Japan criticised a weekly magazine on Wednesday for publishing an article that ranks universities by the sexual availability of female students. This university finds this and similar articles that damage the honour and dignity of women extremely deplorable ," Ferris University said in a statement. The university in Yokohama, near Tokyo, was among five universities in a list published in the men's magazine ranking their female students on how easy it is to persuade them to have sex at drinking parties. The publisher, Fusosha Publishing Inc, apologised on Monday for using sensational language in an article on drinking parties as an online petition campaign criticising the magazine gains momentum.

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