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Small Business Marketing

Small Business Marketing

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Published by Khoa Xuan Nguyen

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Published by: Khoa Xuan Nguyen on Jun 17, 2012
Copyright:Attribution Non-commercial


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Small Business Marketing
Using Sex Appeal in Advertising
Written by Amy Bax for Gaebler Ventures
This is a short guide in use of sex appeal in advertising and marketing campaigns. Is it reallyeffective? 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.(article continues below)If you are marketing a product or service, you need to be aware of the power of sex appeal inadvertising and understand the nuances of using sex to market your wares.
Why Sex Sells
The most obvious reason sex appeal works in advertising is that it grabs attention.Both males and females are attracted to this type of advertising. It is a powerful instinctiveattraction that will take our focus from anything else we may be doing. And advertisers know this.They play off of our curiosity. They know that it will be more likely to be recalled than most other forms of appeals because of the generated interest.Also, many advertisers have found that overly controversial images, even if they are taken off of the air, will stir up discussions about the ad and the product associated with it. Even if someonedoes not agree with what is put on an ad, they are still talking about it. By those discussions beinghad, the name of your product stays in the minds of consumers longer.
What to Be Careful of When Using Sex Appeal in Marketing
Make sure that people are not so distracted by the sexual appeal of the ad that they do notremember what the ad was for in the first place.It does not do any good to create a sensual or sexual message when all they can remember is theimage and not the brand name. So, make sure the sexual/sensual image being used is connected insome way to the product or service being promoted. This will create a link between the two andmake the viewer much more likely to remember the product or service being advertised.Many advertisers appeal to males in this way- buy the product, get the girl. Especially beer advertisements- generally, a group of average looking guys will be in a bar and by purchasing or drinking a certain brand, they will attract interest from an attractive girl across the room.
What is considered acceptable varies from one location to another. In a large metropolitan areawith a diverse, less conservative population, you might be more likely to produce more risquéadvertising versus a rural and conservative or religious community.Tailor the message to the people you are targeting, which includes understanding their feelings and beliefs on public sexuality. If you are setting up a business in a smaller community, make sure tonote what other businesses do to advertise. Sex appeal may not be an acceptable form of appeal atall.It is not as attention-grabbing as it once was. There is still an element of surprise, but do not think that people will react or respond quite how they did when it was first being used. As we have become more and more surrounded by sexual images in movies and television, we have becomealmost desensitized to it, and an ad with half-dressed models does not nearly shock us as much asit would have twenty years ago.So, instead of just having a group of sexy girls or guys in an ad, try to find more subtle andunexpected ways to use sexuality in your message.Dove did this by using "real people" in their marketing campaigns that started a few years ago.They used the different kinds of beauty, body shape, and age to promote their products. Thisunexpected campaign, which premiered during the Super Bowl, was extremely successful becauseit was something different that they were remembered for doing.Sex appeal can be used in many ways. In short, make sure that the way you are using it isappropriate for the product that you are selling and the people you are selling it to.
Does sex in advertising really affect viewers?
And Set Yourself Up for a Great Career!www.APM.edu.auSmall Business CRMHighest customer satisfaction. Get a free trial w/ Salesforce.com®www.salesforce.com/auLink to this pageSex in Advertising: Perspectives on the Erotic Appeal. Edited by Tom Reichert and JacquelineLambiase. Mahwah, NJ: Lawrence Erlbaum Associates, 2003, 294 pages. Cloth, $65.00; paper,$29.95.This edited volume is quite ambitious. It not only attempts to challenge a widely held assumption(i.e., sex in advertising has an effect on viewers), but it also strives to offer a voice to variousdisciplines (e.g., psychology, history, marketing, mass communication, journalism), provide"synergy" for a range of perspectives, and incorporate quantitative and qualitative data analyses.Quite a chunk to bite off  
bite off 
- bite off with a quick bite; "The dog snapped off a pieceof cloth from the intruder's pants"snap at bite, seize with teeth - to grip, cut off, or tear with or as if with the teeth or jaws; "Gunny invariablytried to bite her" , chew, and swallow successfully!The volume, by and large, shows a relatively high level of quality. The mixture and placement of 

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