March 29th, 2007
Sex and Advertising
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From a study reported on Science Daily -
People are less able to recall the brand of products advertised during programs with a lot of sexual content, than if the advert is placed in similar program that has no sexual content.
Men had higher recall of the brand of products whose ads contained sexual images than ads that did not. Women on the other hand were actively put off by sexual content in ads.
So, if you are selling something almost exclusively to men, like sports cars, make a sexy ad and put it between non-sexy content to ensure that it stands out by contrast. But if you are selling something that is not so narrowly targeted, like bathroom tiles, please don’t use sex and turn off the women.
Guy Kawasaki wonders if the findings are also applicable to websites. Of course they are! If I’m looking at sexy women, why would I look at ads anyway! 
