Sex in Advertising: Does it Sell?

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Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention. Anywhere we look, we find ourselves inevitably drawn to images of scantily clad absorbing men and women that are supposed to somehow inspire us to buy products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?

Sex in Advertising: Does it Sell?

Sex petition can increase the effectiveness of an ad or industrial because it attracts the customer's attention. It's human nature to be absorbing about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy's attentiveness than a puppy, regardless of how cute it may be. Even women are drawn to them, possibly with the desire of having goddess-like legs.

However, misuse of sex petition can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been complex in several scandals, the latest from their most recent catalog entitled "Xxx Wet, Hot Summer Fun." On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie's products and to take a stand against the company's marketing strategies. Although sexy images in catalogs are not at all uncommon, "Xxx Wet, Hot Summer Fun" featured naked boys and girls frolicking in natural settings. Not quite approved for an apparel catalog targeted at teenagers.

Sex in advertising has stirred controversy for many years, an advertiser must be faithful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes clear responses. Nudity and graphic erotic content, while still expanding consumer's attention, doesn't honestly generate clear feelings among viewers. In other words, advertisers must be faithful to avoid the "cheap shot," which may negatively affect a brand's image.

To avoid that, the sexual content in advertising must be approved to the stock category and have a allowable underlying message. In 2000, Heineken launched the "It's All About the Beer" campaign. One spot, called "The Premature Pour," shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (Vp of marketing in Heineken Usa), claims that, "Provocative is a very good place to be, as long as we're not inflammatory. But the spots also work for a dissimilar reason. From the tag line to the plot, they are about a 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 in getting customers' attentiveness for the short term, but also in construction a brand reputation that will yield long-term results.

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A Brief History of Television Advertising

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It All Began With Radio

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How is A Brief History of Television Advertising

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Broadcasting was originally industrialized as a means for clubs to sell radios. But once market entities realized that many households were listening to their radios a primary amount of time every day, they started to contemplate this medium as a way to get their message over to the masses. If one has to select a singular event that began the era of radio broadcasting, it would probably be the radio program broadcast by hub Weaf in New York City on August 28, 1922 This was a ten-minute advertisement for suburban apartment housing. By Christmas of that year, any major New York division market joined the fray and were running advertisements for their stores.

By the late 20's radio advertising had industrialized in a dramatic way. It was now dominated by advertising agencies who took operate of the schedules by buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.

The Era of the singular Sponsor

Full time telecasting didn't of course take hold until 1948 as it took that long for the United States to recover from the Depression and World War Ii. At that time, the amount of television sets reached the primary mass primary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. Offering both sound and fascinating pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. In other words, should it still be treated as radio advertising but with pictures thrown in or would an entirely new advent need to be taken to reach the television audiences in a meaningful and efficient manner?

After study and many surveys, the advertising agencies considered that the most efficient way to reach consumers with a strong message would be by creating shows that featured a singular product or a line of products from a singular company. From this idea arose the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is tasteless custom currently.

This custom worked of course well for the clients for a while. But as the television gained more popularity and there were more population watching it, the television networks were raising the costs of doing business (i.e. More eyeballs = more total dollars spent to reach them all) and this upward pressure on the cost of delivering a yield over the television (plus the ever addition costs of creating new content) forced a weighty convert in the association of all the parties: the advertising agencies, the clients/sponsors and the television networks. A explication had to be found if this very superior advertising medium was to continue to be cost efficient for the sponsors.

Enter the Era of Magazine idea Advertising

Nbc menagerial Sylvester L. "Pat" Weaver came up a with a explication that would work and would also be very convenient to the networks. He introduced the "magazine concept" of television advertising. In this arrangement, the sponsors would purchase blocks of time (typically one to two minutes) in a show rather than be a sponsor for an entire show. This idea would allow a collection of sponsors - up to four was the amount imagined - for a show. Like a magazine, the networks would now operate the content as no one advertiser would "own" a singular show.

Like all new ideas, this one was originally resisted by Masison Avenue but after a bit of experimentation, they found that this formula would work very well for a collection of packaged-goods clubs manufacturing a cornucopia of brand names, such as Procter and Gamble with such disparate products as Tide (laundry detergent), Crest (toothpaste), and Jif (peanut butter).

By 1960, the magazine idea dominated television advertising, as it has ever since. Instead of relying on audience identification with a definite show, sponsors now spread their messages over the program in an effort to reach as many consumers as possible. The capability to spread their advertising dollars out to reach a broader segment of the population proved to be very efficient for the sponsors. Where once they were locked into a definite time block every day or every week on a singular network, they could now select the times and the networks where they wanted their message to be seen.

This evolution of magazine idea advertising is truly the birth of most modern television advertising. The one irregularity is the infomercial which is of course a throwback to the sponsored show model used in the early days of television advertising.

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