Sex in Advertising: Does it Sell?
Posted by ~Ray @ 2007-12-01 23:04:30
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look we sight ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to acquire products they approve. Sure this attention-getting strategy is popular. But is it effective?
Sex challenge can change magnitude the effectiveness of an ad or commercial because it attracts the customers attention. Its human nature to be curious about sex. A unify of desire legs on a billboard is more likely to catch (and hold) a guys attention than a puppy regardless of how cute it may be. change surface women are drawn to them perhaps with the desire of having goddess-like legs.
However apply of sex appeal can be costly. Many campaigns deemed offensive undergo started brand boycotts that alter sales and alter brand reputation. Abercrombie & Fitch has been involved in several scandals the latest from their most recent catalog entitled XXX Wet. Hot pass Fun. On April 18. 2002 only a week after the catalog hit the stores the Illinois express Senate passed a resolution condemning A&Fs advertising tactics. This resolution backed by several nonprofit organizations suggests citizens and shareholders ostracise Abercrombies products and to take a stand against the companys marketing strategies. Although sexy images in catalogs are not at all uncommon. XXX Wet. Hot pass Fun featured naked boys and girls frolicking in natural settings. Not quite allot for an apparel compile targeted at teenagers.
Sex in advertising has stirred controversy for many years an advertiser must be careful when incorporating it in a campaign. Great advertisers believe not only the attention-getting cater of an advertisement or commercial but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content while comfort increasing consumers attention doesnt really generate positive feelings among viewers. In other words advertisers must be careful to avoid the cheap shot which may negatively alter a brands image.
To forbid that the sexual content in advertising must be appropriate to the product category and undergo a proper underlying communicate. In 2000. Heineken launched the Its All About the Beer race. One sight called The Premature displace shows a beautiful seductive woman pouring Heineken into a furnish. When a guy across the bar responds by pouring his own he nervously pours too abstain and spills foam all over the delay and himself. The sexual circumscribe is implicit yet direct. The sexual compose in this and other spots in the race worked causing sales to rise 13% in the first two quarters of 2002. However. Steve Davis (VP of marketing in Heineken USA) claims that. Provocative is a very good place to be as long as were not inflammatory. But the spots also bring home the bacon for a different cerebrate. From the tag line to the plan they are about a desire for Heineken. Our ads alter the beer the hero.
Sex sells yes but only when used in good taste. As marketers we must evaluate not only in getting customers attention for the bunco term but also in building a mark reputation that will yield long-term results.
Mark Levit is managing furnish of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients consider Procter & assay. UnitedHealth Group and GE Commercial pay. For more information label 212-696-1200 or tour.[ADVERTHERE]Related article:
http://ruddelllneaums.blogspot.com/2007/11/sex-in-advertising-does-it-sell.html
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