Buy our sexy stuff you silly man.

8

October 5, 2012 by bryannosaurusrex

Men! Such simple creatures, so predictable, and such perverts! All they think about is sex sex sexity sexy sex. We have to be subjected to anti-women, sexist advertising campaigns that objectify women just because men only ever think about sex, boobs and football. Look at these advertisements I have posted below. See how they present women as purely sexual objects of fantasy in order to get a man’s attention, it’s shameless.

Why do the companies insist on doing this to us? Using attractive semi clad women to sell their stuff to us?  Because it works.  It’s called sex appeal and we love it.  Research by  Heckler, Jackson and Reichert (2001) found that sexual advertisement campaigns grab attention better. They cause you to be more emotionally engaged and ensure you watch the advertisement for longer, which in general makes it more likely you will remember it. It seems like you can’t sell a slice of cheese these days without a chestacular super babe giving you come hither looks. Women have to put up with these tasteless, thoughtless, and over done advertisements just because the simple minded men folk love boobs. The same tactics would never work on the more refined, more intelligent women.

Oh wait, one of the most popular sexual advertisement campaigns of all time, which was out long before the ‘lynx effect’ was aimed at women. But that can’t be right, women have too much class for that. Which would account for the fact that the erotic, BDSM porn ‘Fifty shades of Grey’ is the fifth most successful novel in the history of the united kingdom, just behind The Da Vinci Code and some of the Harry Potter series.  Anyway, I digress. I am sure every woman out there remembers why 11.30am is such an important time of the day.

And who could forget the cleaning hunk, a classy, new style of advertisement campaign that engaged the consumer with its deep and meaningful conversations, emotional bonds and multi-faceted characters that transported them to another world where subtlety is king.

Give me a break! There has been so much made of sexual advertisements in recent times, how they are anti-women and sexist.  The four examples I have selected are exactly the same in content. They are just aimed at different sexes. I am indeed against sexism, but just because an advert plays to most men’s fantasies (sexy women) does not mean it is sexist. Similarly, advertisements that depict sexy men for women to fawn over, are not, and have never been, condemned as sexist. There has been a dizzying array of research carried out on this topic, and from what I have read the consensus seems to be this: You can grab the attention of men and women with sexual advertising; with women responding better to sexual advertising campaigns that contain an element of romance (Anne, 1971).  It has also been found that men are less likely to remember what the advertisement was about if it is too sexual (Schiffman & Kanuck 2007).  Finally, it has been shown that women are more likely to be offended by advertisements with naked women in them, and men more offended with campaigns featuring naked men (Holgerson, Belch & Koppman 1983).

The fact is that sex works. It grabs your attention and keeps it. Deal with it.

8 thoughts on “Buy our sexy stuff you silly man.

  1. You just hit the nail square on the head!

  2. Sillyman says:

    Couldn’t agree more!

  3. Emmet Walls says:

    I wonder did gay men buy more cola and gay women club orange?
    Sex associates the product in question with enhanced even ideal sexual opportunities that can be shown off to a peer group.
    Ah but its much more enjoyable if you react rather than reflect.

  4. brandforlife says:

    Firstly, I love this topic! I think the ads you chose to post are particularly effective because they have more than just a sexual undertone, they have an element of humour which I think is what makes the adverts memorable. Consider perfume adverts, they are usually in slow-motion or black and white, and show half-naked people in seductive positions (i.e. http://www.youtube.com/watch?v=gjQ3BEdiiSA). You’d think that would spark a viewer’s interest.

    In society today, people are over-exposed to nudity and sexual images so seeing them doesn’t really grab our attention. Even though this ad I posted features a celebrity, meaning people can make word associations of the ad (Matthew McConaughey – Dolce & Gabbana, rather than just ‘sexy person’ – Dolce & Gabbana), people still struggle to make that association. Although memory for the sexy advert itself may be enhanced, memory for the brand is reduced (Steadman, 1969; Alexander & Judd, Jr., 1978; Severn, Belch & Belch, 1990).

    If I hadn’t conducted research like this myself, I wouldn’t believe it! [But I suppose I'm biased because I love adverts and pay attention to them.] Anyway, I basically found that there was around a 30% drop in memory when the adverts were even slightly sexual. This was particularly true for men where brand recognition dropped to about 10%! Fascinating.

  5. jamesuh says:

    Solid work here: belting betties and dazzling dames get a good number of men hot under the collar, and when we’re in a ‘hot’ state, we’re likely to commit to anything out of instinct. If we can conjure these babes back to mind when making a purchasing decision, half the battle has already been won.

    While flapping the prospect of a bonafide pants-party is employed to throttle our attention, many ads use clever climactic denouement to keep us on side. Yes, you like eye-groping lady-folk, but let’s have a giggle over it. The combination of scantily clad women and a shot of humour make a potent mix, and if we laugh with you, we’ll generally tend to want to associate ourselves with your name.

    I’m already looking into how I can get a hold’a some of Mrs Macs Pie…

  6. Hmmm… this is all very puzzling! So sex captures attention (which is essential in advertising), but even the slightest hint of sex produces a 30% drop in memory? (this is terrible for advertisers). However it would explain why all those perfume adverts look the same to me – I’m just being distracted by sex!

    So why is sex so commonplace in advertising if it has such negative effects of memory? Is it just laziness from advertising companies? Or does the benefit of increased attention offset the reduction in brand or product recollection?

    In essence, James’ example highlights a solution to this conundrum – grab attention with sexy stimuli, then drop in something memorable, such as humour or something unexpected (Hey I even found a (not as good) example!). Even diet coke break was pretty funny, mainly because of the over-the-top reactions of the ladies ladies.

    However, there must be other solutions – not every advert follows the sexy – funny formula. Are there any examples of other strategies out there that would reduce this drop in memory??

    (Incidentally brand for life I would be interested to read your research – would you be able to send me a digital copy?)

  7. It would be interesting to find out whether devoting attention to the attractive people in the advert takes away from our brand recognition. After watching some of those adverts am I more likely to remember sexy characters or am I more likely to remember the brand? Basically is the attractive male or female a distraction?

  8. As a man, I agree that sex sells and grabs our attention. However if we ask to women – although we cannot generalise- their opinion might vary.

    From an evolutionary perspective, sexual behaviour and goals between women and men differs because of the different investment they need to have offspring. While men would just prefer having occasional sexual contact with a large number of women, and would not invest that much time of their lives on it, women tend to be more selective, because they would need to make a nine months investment on their live on having offspring and would like somebody that can help them providing long-term resources (Burr, Jefferson, Bernard, James, & Galsworthy, 2004). This sounds very stereotypical and old school, but it might have part of reason.

    Due to these evolutionary and also social aspects, men tend to focus on physical aspect of sex, and see its recreational part, whereas women are more likely to do it on its emotional part and view the sex as relationship orientated (Dahl, Sengupta, & Vohs, 2009) But what does all of this have to do with sexual-content advertising?

    To sell a product, we might need to target sexual-content advertising creating different perspectives for the two genders. Does that mean if we balance the sexual content of some adds and complementing it with a little bit more of emotion and commitment, we could have more success though a female audience? This diet Cola add did its job and doesn’t precisely focus on the emotional part of sex. We would have to think about it…

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