Sex in Advertising: Does it Sell?

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 inspire 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 customer's attention. It's human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's 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 appeal 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 State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer 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 campaign. 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 content, while still increasing consumer's attention, doesn't really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the "cheap shot," which may negatively affect a brand's image.

To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the "It's 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, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign 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 we're not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero."

Sex sells, yes, but only when used "in good taste." As marketers we must think not only in getting customers' attention for the short term, but also in building a brand reputation that will yield long-term results.

Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit http://www.partnerslevit.com.

---

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

Advertising 101

Advertising has truly become a part of all of our... Read More

Grab Your Share of Untold Amounts of Advertising Dollars

If you advertise in any way, the following information could... Read More

Media Savvy - Treat Them As You Would Your Best Customer

The ability to lead, persuade and influence are integral skills... Read More

Electronic Display Signs

Electronic display signs are used nowadays in great extent to... Read More

Indoor LED Displays

To promote the audience, staff, customers and other people the... Read More

Make Your Business Cards Work

What's the cheapest, most under-used marketing tool you have?The answer's... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

Imprinted Promotional Items ? Their Many Marketing Applications

There are many uses for promotional items. This means that... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

Direct Response Advertising; Radio vs TV

Radio advertising vs. television advertisingMany new advertisers assume that they... Read More

When Times Get Tough... or When to Really Advertise

The Pundits say the economy is slowly, but surely, recovering.... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More

The TV Shoot, The Spoiled Brat, And A Painful Lesson

It was two days before our shoot. I was in... Read More

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

Consider These Pressing Facts Before You Renew Your Yellow Page Ad

Your Yellow Page Ad Deserves More than 10 Minutes of... Read More

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More

16 Methods for Getting Free Advertising

1. Place copies of your circular on bulletin... Read More

Direct Mail Catalogs & Brochures: Write Captions That Sell

Many prospects skim through catalogs and brochures, glancing at the... Read More

Advertising Headlines and How to Write Them

1. Attract prospects with your headline Use your headline as... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Trade Writing - For Cash!

Often considered as "plain Jane's" of the print world, trade... Read More

What Do Your Ads Say?

Make a list of everything you think should be included... Read More