We are surrounded by advertisements that desperately compete for our attention. Everywhere we look, we are bound to images of scantily clad women and men made more attractive, that will somehow inspire us to endorse products they have purchased. Sure, this attention-getting strategy is popular. But is it effective?
Sex appeal can increase the effectiveness of an advertisement or commercial, because it draws attention to the customer up. It is human nature, may be curious about sex.A pair of long legs on a billboard is more likely to catch (and keep) a man intently as a puppy, regardless of how nice it may be. Women are attracted to them, perhaps with the desire for goddess-legs.
However, misuse of sex appeal can be costly. Many campaigns as offensive brand boycotts that affect sales started and damage brand reputation. Abercrombie & Fitch has been involved in several scandal, the latest from their most recent catalog entitled "XXXWet, Hot Summer Fun. "Met on 18 April 2002, just a week after the catalog business, was the Illinois State Senate, a resolution condemning A & F advertising tactics. This resolution, proposed support from several charitable organizations before, citizens and shareholders Boycott Abercrombie products and make a statement against the commercialization of the company strategies. Although sexy images in catalogs are not uncommon, "XXX Wet featured, Hot Summer Fun" cavort naked boys and girlsin the natural environment. Not quite fitting for a clothing catalog aimed at young people.
Sex in advertising has stirred controversy for many years, a supplier must be careful when they become part of a campaign. Large advertisers consider not only the attention-getting power of advertising or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsement model provokes positive responses. Nudity and graphicerotic content, while the attention is still consumers who do not really generate positive feelings among viewers. In other words, advertisers to be careful of avoiding "cheap shot", which can result in negative effects the image of a brand.
To avoid that the sexual content in advertising is appropriate to the product category is a proper underlying message. In 2000, the Heineken "It's All About the Beer launched" campaign. A place called "The PrematurePour, "shows a beautiful seductive woman pouring Heineken into a glass. If a man across the bar responds by pouring his own, he nervously pours too fast and foam spills over the table and himself. The sexual content is implied, but directly . The sexual reference in this and other agencies working in the campaign, causing sales to rise to 13% in the first two quarters of 2002. However, Steve Davis (Vice President of Marketing at Heineken USA), claims that "one Provocative very good place to be, as long aswhen we were not inflammatory. But the spots also work for a different reason. From the slogan for the act, they are about the desire for 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 keep the attention of the customer "for the short term but also in building a brand known that yield long-term results.
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