We're surrounded by advertisements that
desperately compete for our attention. Everywhere we look, we find
ourselves inevitably drawn to images of scantily clad attractive men
and women that are supposed to somehow inspire us to purchase products
they endorse. Sure, this attention-getting strategy is popular. But, is
it effective?
Sex appeal can increase the effectiveness of an ad
or commercial because it attracts the customer’s attention. It’s human
nature to be curious about sex. A pair of long legs on a billboard is
more likely to catch (and hold) a guy’s attention than a puppy,
regardless of how cute it may be. Even women are drawn to them, perhaps
with the desire of having goddess-like legs.
However, misuse of sex appeal can be costly. Many
campaigns deemed offensive have started brand boycotts that affect
sales and damage brand reputation. Abercrombie & Fitch has been
involved 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
appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for
many years, an advertiser must be careful 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 positive responses.
Nudity and graphic erotic content, while still increasing consumer’s
attention, doesn’t really generate positive feelings among viewers. In
other words, advertisers must be careful to avoid the “cheap shot,”
which may negatively affect a brand’s image.
To avoid that, the sexual content in advertising
must be appropriate to the product category and have a proper
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 different 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’
attention for the short term, but also in building a brand reputation
that will yield long-term results.
About The Author
Mark Levit is managing partner of Partners
& Levit Advertising and a professor of marketing at New York
University. Partners & Levit's clients include Procter
& Gamble, UnitedHealth Group, and GE Commercial Finance. For
more information call 212-696-1200 or visit http://www.partnerslevit.com. |
