Sex in Advertising: Beneficial or Controversial?
Watch any amount of television throughout the day and at some point a sexually charged commercial advertisement will be aired. The commercial could show to barely dressed, large breasted, beautiful women fighting in a public location about whether or not the beer is "great tasting or less filling". Another commercial will hint that using their body spray will lead to attracting not only one women but an entire room full of women. Not to worry, the advertising agencies have not forgotten about giving the ladies some commercial eye candy as well. Remember the commercial about the office full of women employees drinking there diet soda while staring out the window at the shirtless,
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One study showed that sexual advertising is remembered a majority of the time. However, the consumers' attention is so distracted by the sexual content that there is not much process of the rest of the information. In several findings done by Reichert (2002), he concluded that sexual advertisements are more engaging and interesting the non-sexual ads. Test done using Brook Sheilds' Calvin Klein commercial (both sexual and non-sexual) revealed that the sexual version was significantly more interesting to both male and female viewers. (Reichert, 2002) Other findings showed that decorative models (sexually attractive, with no functional relationship to the product) used in advertising improved recognition considerably when compared to advertisements with non-decorative models. More of Reicherts' researched showed that visual playback (respondents remembering what was seen in the ad) of a sexual fragrance commercial was describe ed in greater detail by men and women both, than of a non-sexual version of the same ad. The effects were reviewed again two months later and the outcome was the same: the viewers still remembered more from the sexual commercial than the non-sexual commercial. Results from another study that was reported by Nudd (2005) stated that 48% of men and only 8% of women researched, liked the use of sex in advertising, and 63% of men and 28% of women agreed that sexual content the ability to grab their