The pervasiveness of this approach is evidence of the fact that companies believe it works well. In some instances, sex appeal alone is the attention-getter in an ad, while other times the product presents a natural opening for sexual ad messages. Teasing For some companies and products, sexuality is the allure used in advertising to draw attention to an otherwise tame product. No company better epitomizes this than Internet hosting services provider GoDaddy.
Advertising Appeals: When to Use Sexual Appeal in Messaging | Crescendo Agency
Share on Facebook Small-business owners who want to use sexually charged themes in their marketing campaigns should carefully analyze the risks and benefits. On one hand, attention-grabbing images draw in consumers. On the other hand, sex appeal in advertising ranges from subtle to tasteless to sexist, and not everyone agrees where the lines are drawn. The controversy begins, however, when advertisers exploit sexuality for profit. For example, few people are bothered by tasteful images of beautiful people, but outrage always follows in the wake of advertisements that toy with sexual taboos. Associations Sex appeal in advertising can aim at winning over consumers who are attracted to the models in the advertisements, or it can aim to win over consumers who want to be as sexually attractive as the models. Or the company could use an image of a beautiful woman, hoping to develop the idea that women wearing this perfume tend to be attractive to others.
Advertising Appeals: When to Use Sexual Appeal in Messaging
The use, distribution or reproduction in other forums is permitted, provided the original author s or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. Abstract This research investigates differences in men's and women's attitudes toward ads featuring product-relevant sex appeals.
Is it really effective? How should a company use it? What are things to be aware of? Using sex appeal in advertising is a time-tested technique that will probably be with us forever.