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.