Sex
is used in advertising to help draw attention an sell products. It was
first used in 1871 by Pearl Tobacco who put a naked woman on the front
package cover. However adverts which are too sexually explicit work the
opposite way. They attract attention to the product but for the wrong
reasons, often causing consumers to be put off from the product.
This advert was
banned by the US Federal Communications Commission as being too sexually
explicit.
http://www.youtube.com/watch?v=60hs_XaId04
This advert has tried
to use sex to sell Microsoft Office XP in addition to humour.
Research from Blair,
Stephenson, Hill, & Green (2006) show that adverts with an overtly sexual
theme to them do not encourage purchasing behaviour.
In this research, two
images being used as adverts for the same clothing brand were obtained.
One was judged as being mildly sexually explicit and other as being
strongly sexually explicit. Individuals were stopped in a shopping mall and
given either the mild or strong sexual themed advert and then asked to fill out
a questionnaire. Participants who viewed the mildly sexual advert had
significantly higher purchasing intentions and said they felt the advert to be
more ethical. Thus, showing that adverts which rely on sex too much and
are too sexually explicit do not encourage purchasing in potential consumers.
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