Sunday, June 25, 2017

"Research suggests sexual appeals in ads don’t sell brands, products"

Via Reddit:  “We found that people remember ads with sexual appeals more than those without, but that effect doesn’t extend to the brands or products that are featured in the ads,” says University of Illinois advertising professor John Wirtz, the lead author of the research.

Wirtz and his co-authors conducted a first-of-its-kind meta-analysis of 78 peer-reviewed studies looking at the effects of sexual appeals in advertising. Their findings were posted online this week by the International Journal of Advertising.

Their research found that not only were study participants no more likely to remember the brands featured in ads with sexual appeals, they were more likely to have a negative attitude toward those brands, Wirtz said.

“The strongest finding was probably the least surprising, which is that males, on average, like ads with sexual appeals, and females dislike them,” Wirtz said. “However, we were surprised at how negative female attitudes were toward these ads.”

(Link to more)


edutcher said...

Like the 18 - 35 myth, nobody ever bothered to see if it actually worked.

ricpic said...

Jingles work. But that's been known forever. I wonder how this research outfit justifies its existence?