Some people may think that commercials with scantily clad women are childish and stupid. But science is backing up why they're so effective on men.
It's no secret that sex sells.
Richter 7 CEO Scott Rockwood said, "I think, generally, people use it because they can't think of anything better, more creative. It's kind of the easy out."
But that's not to say that advertisers feel they should shy away from sex appeal. Rockwood says you just need to be careful not to push it too hard because clients are generally conservative. Remember the Carl's Jr. ad with the two guys rapping about "flat buns" and the teacher who was dancing in a very sexy way for her students?
Rockwood said, "If it's seen as in poor taste, that's not likeable to a lot of people and that will actually work against you."
Sure enough, Carl's Jr. got so many complaints, it removed the dancing teacher. But, Rockwood says, at least the "flat buns" line related to the burger, not like the Paris Hilton car washing ad, also from Carl's Jr.
Rockwood said, "When I see most advertising that is heavily reliant on using sex as a means of selling, they haven't used it in a way where it's really attached to the product, and I don't think it's going to work."
Let's use another ad with sex appeal as an example, specifically the commercial for the jalapeno chicken sandwich, ironically from Carl's Jr. The man is crying while eating the sandwich, while his bikini-clad lady friend yells at him. In the complex plot line of this commercial the woman doesn't really need to be in a swimsuit. So why are advertisers running the risk of offending conservative customers by pushing the sex appeal? Showing women in bikinis doesn't actually get men to go out and buy the sandwich, does it?
By the way, it's a really good sandwich.
Biomedical Science Dr. Isabel Raymond-Shaw said, "Our pleasure-rewards study was that whatever was pleasurable to look at, in this instance segxwal images, reinforces a certain behavior."
There are scientific reasons men buy things when sexy-looking women instruct us to. A recent study published in NeuroReport says men who were shown erotic pictures were significantly more likely to take financial risks. Dr. Raymond-Shaw says this sounds like a male trait.
"It might be a little more difficult for a segxwal image of a man to convince a woman to take that same type of risk-taking behavior," she said.
The NeuroReport study says erotic images and financial risks boost activity in the same part of the male brain.
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Woman Of Valor~~~~I Am DeStInEd FOr gReAtNeSs
Posted: at 29-10-2009 07:13 AM (14 years ago) | Gistmaniac |
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