We are surrounded by advertisements that desperately compete for our attention. Wherever we look, we are inevitably drawn to images of scantily clad attractive men and women who are supposed to somehow inspire us to purchase products that support it. Of course, this strategy to attract popular attention. However, it is effective?
Sex appeal can increase the effectiveness of an ad or commercial, as it attracts the attention of the customer. It is human nature and curiosity about sex. A pair of long legs on a billboard is more likely to catch (and keep) the attention of a boy a puppy, regardless of how pretty it is. Even women are attracted to them, perhaps with the desire to have legs like a goddess.
However, the misuse of sexual attraction can be costly. Many campaigns deemed offensive have started boycotts that affect sales of the brand and brand reputation damage. Abercrombie & Fitch has been involved in several scandals, the last of its most recent catalog entitled "XXX Wet, Hot Summer Fun." On April 18, 2002, just one week after the catalog stores, the Illinois State Senate passed a resolution condemning A & F's advertising tactics. This resolution, supported by several nonprofit organizations, suggests that citizens and shareholders boycott products Abercrombie and take a stand against the marketing strategies of the company. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer Fun" appears naked children having fun in a natural environment. It is not appropriate for a clothing catalog for teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when joining in a campaign. Great advertisers consider not only the potential to attract the attention of an ad or commercial, but also what type of emotional response it provokes in customers. Studies show that the attractiveness of the model leads to adopt a positive response. Nudity and graphic erotic content, while the attention of consumers is increasing, not really generate positive feelings among viewers. In other words, advertisers must be careful to avoid "low blow", which can negatively affect brand image.
To avoid this, 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. A point, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a man across the bar responds by pouring his own, who nervously pours too fast and spills foam all over the table and himself. The sexual content is implied, but direct. The sexual reference in this and other points in the campaign worked, causing sales increased 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing for Heineken USA), states that "provocation is a very good place to be, if we're not inflammatory. But the points are also working for a different reason. From line labels to the plot, which are about the desire of 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 about getting the attention of customers in the short term but also in building a brand reputation that will give long-term results.
Sex appeal can increase the effectiveness of an ad or commercial, as it attracts the attention of the customer. It is human nature and curiosity about sex. A pair of long legs on a billboard is more likely to catch (and keep) the attention of a boy a puppy, regardless of how pretty it is. Even women are attracted to them, perhaps with the desire to have legs like a goddess.
However, the misuse of sexual attraction can be costly. Many campaigns deemed offensive have started boycotts that affect sales of the brand and brand reputation damage. Abercrombie & Fitch has been involved in several scandals, the last of its most recent catalog entitled "XXX Wet, Hot Summer Fun." On April 18, 2002, just one week after the catalog stores, the Illinois State Senate passed a resolution condemning A & F's advertising tactics. This resolution, supported by several nonprofit organizations, suggests that citizens and shareholders boycott products Abercrombie and take a stand against the marketing strategies of the company. Although sexy images in catalogs are not at all uncommon, "XXX Wet, Hot Summer Fun" appears naked children having fun in a natural environment. It is not appropriate for a clothing catalog for teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when joining in a campaign. Great advertisers consider not only the potential to attract the attention of an ad or commercial, but also what type of emotional response it provokes in customers. Studies show that the attractiveness of the model leads to adopt a positive response. Nudity and graphic erotic content, while the attention of consumers is increasing, not really generate positive feelings among viewers. In other words, advertisers must be careful to avoid "low blow", which can negatively affect brand image.
To avoid this, 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. A point, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a man across the bar responds by pouring his own, who nervously pours too fast and spills foam all over the table and himself. The sexual content is implied, but direct. The sexual reference in this and other points in the campaign worked, causing sales increased 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing for Heineken USA), states that "provocation is a very good place to be, if we're not inflammatory. But the points are also working for a different reason. From line labels to the plot, which are about the desire of 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 about getting the attention of customers in the short term but also in building a brand reputation that will give long-term results.