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.

---

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car... Read More

What Does the Back of Your Business Card Say?

Business cards with nothing on the back are wasted opportunities... Read More

The Online Equivalent of an Effective Newspaper Advertisement is FREE

Ask anybody who has been in business for a long... Read More

Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale

How many times has this happened to you?A friend recommends... Read More

Understanding Internet Banner Advertising

Banner advertising is an effective way of getting your advertising... Read More

Should Your Small Business Hire an Advertising Agency?

So, you own a small business, sales are down and... Read More

Customer-Involving Signage and Selling

Here's some easy ways to create signage that will attract,... Read More

What Colors Make Your Services Most Attractive?

This information is based on the principles of Laws of... Read More

The Benefits of Specific Advertising

The great Claude Hopkins (Author of Scientific Advertising) once said,... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

Should You Advertise on TV?

When people discover my background in advertising, the questions flow.... Read More

The Motivational Triggers That Make People Buy

In order to sell more products and service, you need... Read More

Custom LED Display

Custom LED Display, as the name specifies, facilitate control anything... Read More

How to Get People to Read Your Ads Like CRAZY!

Rule One :- The HeadlineThe headline should summarize the whole... Read More

Good Design Makes Good Sense

Organized your pencils and pens lately? Sorted your clothes into... Read More

Electronic Reader Board

Electronic reader boards are the most efficient way to convey... Read More

Creditability In Advertising

I recently saw an ad taped to my mailbox, mind... Read More

What Do Your Ads Say?

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

Hiring an Amateur Could Mean a Potential Lawsuit for Your Business

These days, everyone's looking to save a buck. But if... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Media Savvy - Treat Them As You Would Your Best Customer

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

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

Custom T-shirts -- Put Your Company Logo on Cotton!

An effective way to gain company recognition is to order... Read More

Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency

This is the third article of a three-part series. I'm... Read More

Advertising Primer for Fast Learners

Advertising, when done well is a very effective way to... Read More

If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret

A few years ago, I analysed the statistics of where... Read More

How to Know if Direct Mail Will Work for Your Business

Here's a great lesson that applies to direct mail. Ready?... Read More

50 Surefire Business Card Tips

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

Advertising, Public Relations, Newsletters, and Newsletters for Your Small Business

If you own a small business you should consider ways... Read More

Mortgage Marketing - Broadcast Advertising vs Direct Advertising

Do you know how to design and deploy a marketing... Read More

Whats The Frequency?

The more things change, some say, the more things stay... Read More

How To Create A Better Brochure

Having a quality brochure makes a positive impression on a... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More