Techniques and Methods of Utilizing Sexual Appeal in Advertising

ABSTRACT

Marketers have many techniques and methods of utilizing sexual appeal in which to enhance reach, increase exposure to consumers, and attract attention. The use of sex is an asset to marketers that is dynamic and has continuously evolved over the years to influence social norms and create excitement; however, in some cases the use of sex is shown to obstruct brand recall as it, instead, focuses the consumer's attention on the sexual elements. Additionally, culture has marketing implications on sex in advertising that may support or hinder its usage, acceptance, and implementation. As well, sexually-themed advertisements can have significant social implications on children and other demographics that are inadvertently exposed. When considering current information in reference to sexual content, future marketing research might include studying the effects on age groups (e.g., seniors), various social classes (e.g., upper-upper), the influence of those opposed to sexual content, among other topics mentioned in this paper.

" 243). The definition of sexual content in advertising can be formalized as "mediated messages (i.e., television commercials, magazine ads) containing sexual information with the persuasive purpose of selling branded goods" ("Sex in Advertising Research" 243). Furthermore, sexual appeal in advertising can take the form of many methods such as "double entendre, sexual attractiveness, nudity, and suggestiveness" (Biswas, Olsen and Carlet 74). In researching sexual content in marketing, all methods and interpretations were considered in discovering the over-arching effectiveness of sexually-based marketing.effectiveness of sex in marketing. Additionally, current research suggests that the effects of sex in marketing vary substantially across cultures. For example, research has shown that advertisements in France are nearly three times more likely