Brian Stauffer Could it be that sex actually does not sell? An analysis of nearly 80 advertising studies published over more than three decades suggests that's the case. Wirtz and his co-authors conducted a first-of-its-kind meta-analysis of 78 peer-reviewed studies looking at the effects of sexual appeals in advertising. Their findings were posted online this week by the International Journal of Advertising. Their research found that not only were study participants no more likely to remember the brands featured in ads with sexual appeals, they were more likely to have a negative attitude toward those brands, Wirtz said. Participants also showed no greater interest in making a purchase.
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I mean, why should Web sites for companies selling proxy servers, enterprise software, electronic components and the like use stock footage of pretty women on their homepages? Back when I graduated from college, one of my very first jobs was as an assistant in the circulation department for The Oil Daily. Sometimes I'd hear whoops of laughter from the art department down the hall when a new space ad came in.
Concept[ edit ] Gender Advertisements,  a book by Canadian social anthropologist, Erving Goffman is series of studies of visual communication and how gender representation in advertising communicates subtle, underlying messages about the sexual roles projected by masculine and feminine images in advertising. The book is a visual essay about sex roles in advertising and the differences, as well as the symbolism implied in the depictions of men and women in advertising. When couples are used in an advertisement, the sex-roles played by each also send out messages.