These companies’ logic is to demonstrate how their products can help meet consumers’ needs of love, desire, intimacy, and romance (Rogers). “We are sexual beings,” and therefore, marketers use consumers’ sexual impulses to their advantage (Raszl). Sex has traditionally been a topic not talked about or openly discussed, but today it is rarely taken as a surprise (“Does Sex Really Sell?”). It can be concluded that although sex doesn’t always sell, it definitely draws some form of attention (Kalb).
Ads with sex can be more memorable, but sometimes too much sex overpowers the ad, drawing attention away from the brand. Overdone sex appeal can offend the target audiences, therefore causing the ad to be ineffective. Sex in advertising also tends to stereotype women and be bias towards men. Overall sex appeal can be effective if used in the correct context, but can also render the ad ineffective if overdone. Many advertisers view sex appeal as one of the most effective marketing practices today.
While this is sometimes done by using sexual appeal as an attention grabber, sex can be portrayed in commercials as a gender stereotype or in a desirable way. Unfortunately, when sex appeal is portrayed in an unrealistic, impractical way, this has allowed the general population to compare themselves to models that may not even exist.
So is sex appeal in advertising ethical? Why do advertisers choose sex as their medium to promote? And does it really sell? Next: The GOOD, the BAD and the UGLY... The UGLY: Sex is Offensive While sexual innuendos in ads are not new in today’s societies, ‘the blatancy of its use IS,’ according to Wells et al (2007).
However, some companies can overuse our natural sexuality. Thus, more and more sexual images are not connected with the object being advertised. Which leaves some humans cheated in a way sinc... ... middle of paper ... ...ng sexual innuendoes in advertisements help people to remember and buy the product that are being advertised? Does putting too much sexual images change our view towards sex? What are the positive and negative effects it can have to the people looking at it?
Section I: Impact of sexual appeals on attention getting and memory Through this first section, we shall argue the impact of using nudity in advertisements on attracting the attention of the consumers and persisting in their memories and therefore if affects negatively or positively their persuasion process and purchase decisions. 1.1 Sexual appeals attract consumers’ attention From a theoretical point of view, the persuasion process is strongly influenced by capturing the attention of the consumers (MacKenzie, 1986). Consumers proved to make their purchase decisions based on the memorization of the stimulus and not at the time of exposure to ads messages. However, using nudity in advertising can affect brand recall negatively as it distracts the attention of the audience and make the careful thoughts difficult. The emotions arousing after being exposed to a nudity ad can orient the attention from the information to the source of these emotions as they reduce the estimation and value of the product in question (Clark and Isen, 1982; Gilligan and Bower, 1984).
Is The Use of Sexual Imagery in Ad Campaigns Unethical? People will soon realize that they're being manipulated by advertising companies due to sexual imagery. Even though a person may buy a product due to sexual imagery, it defeats the purpose of selling the product if the product is not any good. Also, companies will only gain temporary customers if sex is their only strategy for advertising Not only will the consumers feel cheated and utilized, it will take a much greater attempt on the part of the advertisers to regain the customer’s trust. Therefore, using sexual imagery in advertising is unethical because it distracts the consumer from the original issue in which it is for them to buy something.
Two people who have “chosen” to be there and who get pleasure out of it. However, to me it seems that pornography itself is buying into censorship. BY not honestly showing the female side to sexual desires and pleasure, pornography is in itself being censored. It is not the act of sex and sexual p... ... middle of paper ... ... and say that the story of Adam and Eve is sexist as well. But blaming pictures, and other things is not the way to end the controversy.
This goes for the same in the BK Super 7 Incher ad for Burger King. The ad uses the concept of sex to attract people and lure them into buying the product. The ads use sex as it’s intended meaning, and can be viewed differently by both sexes, but when the genders are switched, the ad’s intended meaning doesn’t work out
Picking words that specific groups of people will connect strongly to help builds trust and remembrance of the brand. Language in advertising is most often dramatically positive and enthusiastic. This helps emphasize the uniqueness of one product over the others. Language in advertising also serves as a marketing tool. Unconventionally, the use of a foreign language in an advertisement is more effective than the local language when marketing luxury goods.