Sources:
Sora Infiltrate the Music Industry, is it beneficial or a detriment?
Physical attractiveness of models on advertising effectiveness
The oldest profession in history is…
Sex…well of course y’all knew that.
It is ever so prevalent in our lives and it is controversial in certain domains of the world. We view it as a way to procreate but it can also lead to devastation for a man if it is not under control.
One of many vices that we have to manage for a better health, at least our mental health. A vice that has benefits but as stated might lead to destruction if not properly managed.
So why do advertiser seek to use such a double edge sword on consumers?
Sex Sells, But Why?
Have you ever wondered why sex is used so frequently in advertising? The answer is simple: it sells. Sexual content captures people's attention, and advertisers know this. According to a study by the University of Bath, sexual ads are more likely to be remembered and have a higher brand recall than non-sexual ads.
Imagine you're hungry and scrolling on Facebook then came across this Ad from Burger King. It is likely for a young male that they will stop in their tracks to scroll back up or pause to make sure their brain is now tricking them. The imagery of this will stick in their brain as a recall since it is vivid and depraved in a way.
What will they potentially have for lunch? Well I can put my ad dollars on Burger King.
The Science Behind Sex in Advertising
So, what happens in our brains when we see sexual content in ads? Researchers at the University of California, Los Angeles, discovered that sexual images activate the brain's reward system, releasing dopamine and creating a feeling of pleasure. This physiological response can create a positive association with the product or service being advertised.
Since receiving dopamine gives us pleasure then advertisers who use these imageries can help brands to evoke a rewarding feeling in consumers. It feels good to be associated with their brand.
The Power of Sexual Attraction
Sexual attraction plays a significant role in advertising. A study by the University of Texas found that people are more likely to remember ads that feature attractive models, as they pay closer attention to the ad's content. This phenomenon is called the "attractiveness bias."
We all know when the ‘hot’ girl speaks we would usually listen, even if it is nothing sensible being said. It is just because of the appeal of looking at her that we pay attention. Advertisers know this so positioning a ‘hot’ model in front of an appealing car whilst she eats a sloppy burger can look enticing to some.
Sexism in Advertising: Objectification of Women
However, the use of sex in advertising has its downsides. Often, women are objectified and sexualized in ads, reinforcing harmful gender stereotypes. According to a study by the University of Michigan, sexualized images of women can lead to a decrease in perceived competence and credibility.
It is true that women do get objectified more with these Ads being placed out into society. It might cause societal issues when we put women on this sort of pedestal. Advertisers know that these ads might stir controversy but would use it regardless for the views.
Recently there has not been that much openly sexual Ads being shown in most non-adjacent industries like the restaurant industries. Non-adjacent meaning that we might not expect a hot model in a life insurance Ad but would not mind seeing one in a Fashion Ad. Although sometimes a hot model in a life insurance Ad might help the brand’s target demographic to recall more.
The Impact of Sex in Advertising on Society
The impact of sex in advertising goes beyond the ad itself. It can influence societal attitudes and beliefs. Researchers at the University of Illinois found that exposure to sexual content can lead to a greater acceptance of casual sex and a decrease in the perceived risk of sexually transmitted infections.In conclusion, the use of sex in advertising is a powerful tool that can capture people's attention and influence their attitudes and beliefs. While it can be effective in selling products, it's essential to consider the potential consequences and ensure that the use of sexual content is respectful and appropriate.
If properly moderated then using Sex in Advertisement can be beneficial for brands that want to sell their products / services. It can backfired if used too often or is overtly sexual. Brands need to also consider the industry that they are in and if consumers would be willing to perceive Ads in that manner. Sex can be used in advertisement with a good message especially in promoting health and relationship building but being overtly sexual can be short-lived foe a brand.
Advertisers and brands need to know what should be the limitations to what is being displayed and to whom.