Sex in Advertising: Does it Sell?
Posted by ~Ray @ 2007-12-20 21:37:35
We're surrounded by advertisements that desperately compete for our attention. Everywhere we look we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow excite us to purchase products they endorse. Sure this attention-getting strategy is popular. But is it effective?
Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customers attention. Its human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and direct) a guys attention than a puppy regardless of how cute it may be. Even women are drawn to them perhaps with the desire of having goddess-like legs.
However misuse of sex challenge can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals the latest from their most recent catalog entitled XXX Wet. Hot Summer 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 boycott Abercrombies products and to act 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 appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for many years an advertiser must be careful when incorporating it in a race. Great advertisers consider not only the attention-getting power 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 circumscribe while still 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 affect a brands image.
To avoid that the sexual content in advertising must be allot to the product category and undergo a proper underlying communicate. In 2000. Heineken launched the Its All About the Beer campaign. One spot called The Premature Pour shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own.[ADVERTHERE]Related article:
http://harshmanbwrrtuw.blogspot.com/2007/11/sex-in-advertising-does-it-sell.html
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