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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.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Tue. April / 13 / 2021

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ROI of Advanced Digital Advertising: What Marketers Need to Know  Law.com

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Connecting CPG Advertising Strategies To Business Outcomes  AdExchanger

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Local Chinese regulators fine Alibaba-backed browser for false advertising  Reuters

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Darby O'Brien Advertising Launches Catch & Keep Recruitment and Retention Initiative  Business West

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Tuesday Sector Laggards: Advertising, Apparel Stores  Nasdaq

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Jun Group Launches Self-Service Advertising Platform for SMBs  GlobeNewswire

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How Artists and Advertisers Leverage Eye Gaze  Psychology Today

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Germany tightens rules on marketing food to children: 'Advertising must not induce children to eat unhealthily'  FoodQualityNews.com

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Ad industry expected to make a major COVID comeback  Axios

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2 3 Ways to Earn Money with Advertising  BBN Times

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Regulators crack down on illegal advertising - SHINE News  SHINE

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Charter Must Pay $19M to Windstream for False Advertising  TV Technology

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LTN Global Creates Universal Signaling Solution for National Linear Addressable TV Advertising  Sports Video Group

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Hebron named Director of Advertising for Amplified Rapid City and Rapid City Journal  Rapid City Journal

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How Sir Martin Sorrell Hijacked The Radical Revolution In Advertising  Forbes

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Google’s Secret ‘Project Bernanke’ Revealed in Texas Antitrust Case  The Wall Street Journal

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Car advertising process evolves with pandemic  Automotive News

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Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking...  MacRumors

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Roku Adds New Partners to Boost TV Advertising Analytics  AiThority

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Charter Hit With $19 Million Fine for False Advertising About Windstream Bankruptcy  Telecompetitor

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American Advertising Federation Space Coast Honors Tessa Abel With 2021 Bill Hill Scholarship Award  SpaceCoastDaily.com

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Goldman Sachs Invests $75M In Contextual Advertising Technology Company GumGum  Benzinga

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Kai Schoene from Film making and video designing to advertising  The Jerusalem Post

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The Future Of Mobile Advertising Is Privacy-First – It's Time To Get Onboard With Apple's SKAdNetwork  AdExchanger

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Coachella Valley's Biggest Advertising Agency Is a Force to Be Reckoned With  Locale Magazine

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Massachusetts Joins the Digital Advertising Tax Wave  Lexology

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location based advertising | Location-Based Mobile Advertising: A Guide for Restaurants  Modern Restaurant Management

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Team Fortress 2 bots now advertising paid-for "bot immunity" services  Eurogamer.net

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Letter: Don't be fooled by advertising  The Columbian

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iPhone's Next Software Update Aims to Give More Privacy Control  TIME

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Global Newspaper Advertising Market Procurement Intelligence Report with COVID-19 Impact Analysis | Global Market Forecasts, Analysis 2021-2025 | SpendEdge  Yahoo Finance

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Chrome users, see if Google is tracking you with new targeted advertising  Mashable

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Irdai notifies regulations on advertising rules for insurance companies  Mint

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Planning Your Advertising Approach with COVID-19 in Mind  Special Events

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Ex-Advertising Agency Executives Launch a Minority-Owned Cannabis & Spirits Platform  Ganjapreneur

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Comments on: Future television advertising priorities  Commentary Box Sports

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Social Media Advertising 101 - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

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UPDATE: FTC Deceptive CBD Advertising Consent Orders Approved - Cannabis & Hemp - United States  Mondaq News Alerts

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Rise and Decline of Adobe's Advertising Business 2021  Business Insider

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Telegram App Is Booming but Needs Advertisers—and $700 Million Soon  The Wall Street Journal

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