30 Seton Hall L. Rev. 64 (1999-2000)
Show Me Your Wares: The Use of Sexually Provocative Ads to Attract Clients

handle is hein.journals/shlr30 and id is 74 raw text is: Show Me Your Wares: The Use of Sexually
Provocative Ads to Attract Clients
Steven A. Delchin
Sean P. Costello 
Consider    the   following   description   of  an   advertisement
appearing in the October 1995 issue of the New York Mortgage Press.
A   big-engined  blonde   is uncomfortably sprawled     atop  a
curvaceous motorcycle. On one side of the photo, her legs shoot
out of a black leather miniskirt barely ample enough to hide
thong underwear. On the other, her cleavage bulges out of a low-
cut jacket. Her lips are slightly parted; her sunglasses reflect a
photographer' s flash.'
Associate, Squire, Sanders & Dempsey, Cleveland, Ohio. J.D., Case Western
Reserve University School of Law, 1997. Mr. Delchin was a law clerk for the
Honorable Alan E. Norris, United States Court of Appeals for the Sixth Circuit, from
Associate, Jones, Day, Reavis & Pogue, Cleveland, Ohio. J.D., Case Western
Reserve University School of Law, 1997. Mr. Costello was a law clerk for the
Honorable Kathleen O'Malley, United States District Court for the Northern District
of Ohio, from 1997-1999.
The views set forth herein are the personal views of the Authors and do not
necessarily reflect the views of the law firm with which they are associated.
I Mike France, How to Get Business Quickly Advertise!, NAT'L L.J., Dec. 11, 1995, at
A10. Some readers of the National Law Journal, however, took issue with its reporter's
description of Osias's October 1995 advertisement. In a letter to the editor, one
reader complained:
I was offended by your article on Rosalie Osias and her unorthodox
advertising campaign - not by Ms. Osias or her advertising, but by the
unfair and incorrect mischaracterization of the ads by your reporter.
The description in the lead paragraph made me wonder about the
extent of your reporter's bias; in fact, I found that description more
lurid, offensive and demeaning to Ms. Osias than the ad itself.
Your reporter measured the ads against pornography-industry
standards and compared them to ads for a massage parlor, a lap
dance bar or a smutty 1-900 chat line. The photograph you ran with
the article, however, seems no more suggestive than numerous ads in
mainstream publications.
The description of Ms. Osias as a big-engined woman whose
cleavage bulges out of a low-cut jacket, sprawled atop a motorcycle
is not borne out by the ad, which shows barely a hint of Ms. Osias's
figure beneath a jacket no more low-cut than some I have seen on

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