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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. There's no indication that there's a positive effect. Co-authors on the research were Johnny V. Zimbres, a doctoral student at the University of California, Davis. As defined in the research, sexual appeals included models who were partially or fully nude; models who were engaged in sexual touching or in positions that suggested a sexual encounter was imminent; sexual innuendoes; and sexual embeds, which are partially hidden words or pictures that communicate a sexual message.
When not separating the results by gender, the effect of sexual appeals on participants' attitudes toward ads was not significant, he said, but separately "they're just going in completely opposite directions.
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