Essay about The Effectiveness of Sex Appeal in Advertisement

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The Effectiveness of Sex Appeal in Advertisement Sex is everywhere. It's in every magazine, on every television station, and in every movie. Sex appears in advertisements for everything from shoes to food to computers. It is understandable why advertisers use sex appeal since it sets their ads apart from the countless others. Ads with sex can be more memorable, but sometimes too much sex overpowers the ad, drawing attention away from the brand. Overdone sex appeal can offend the target audiences, therefore causing the ad to be ineffective. Sex in advertising also tends to stereotype women and be bias towards men. Overall sex appeal can be effective if used in the correct context, but can also render the ad ineffective if…show more content…
Other studies state that sex appeal in advertising is also effective in eliciting fantasy (Richmond and Hartman 1982). In their research Latour, Pitts, and Snook-Luther (1990) found a positive relationship between the arousal evoked by sex appeal in ads and evaluations of the brand. Another study shows that sex appeal enhances brand recall only if it is used in an appropriate way (Richmond and Hartman 1982). While sex can be an effective tool in advertising, it also can be counterproductive. Many consumers become so focused on the use of sex in the ad that they ignore the brand name, thus producing the opposite of the desired result. Reichert, Heckler, and Jackson (2001) found that when sexual stimulus is used in advertising the viewers' attention is directed towards the sexual information in the ad rather than the brand. One study suggests that sex appeal overwhelms the message of the ad and is negatively correlated to recall and persuasion (Stewart and Furse 2000). The extensive use of sex appeal in ads also tends to stereotype women as well as distorting society's idea of how women should look. Some advertising executives see the use of sex appeal as "men's desperate attempt to make their advertising break through the clutter" (Vranica 2003). Sex in advertisements tends to focus on women with their target audience being men, forgetting about the major consumer demographic women make up. Overall it is understandable why
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