And there's a flip side to female objectification - male zombification. As a modern male, I'm pretty damn sick of 'sex sells', especially when the thing being sold has nothing whatsoever to do with sex.
Want to use racy ads and associations to try to get me to buy lingerie for my gf, or condoms from your website? Ok fine. But, ahem, Godaddy, are you seriously trying to persuade me to buy internet domains from you using a sex sells strategy? Godaddy girls? Really? I couldn't think of anything less relevant.
But that's the problem - when men are bombarded with messages and images that link things that have no connection whatsoever, over time it actually does create a connection by weakening the critical faculties necessary to reject the association in the first place, and makes men more vulnerable to manipulation, power of suggestion, etc.. Moreso in some men than others.
Sex is one of the most powerful concepts to link to totally irrelevant products or services since it triggers our ape subroutines. See the same associations enough, and when it actually comes time to evaluate a purchase or other decision, those ape subroutines have more influence and control vs. your reasoning and critical faculties than they should. This effect is pervasive and pernicious.
So, the flip side of female objectification is male zombification, or a weakening of critical and reasoning faculties. It's not just females that suffer from female objectification in the media.