To what extent the effectiveness of sex appeal in advertising may be reduced by factors like religion, culture, morals and traditions Free Essay Example, 3750 words

Generally, it is claimed that such kind of ads arouse consumers’ interests, grab their interests; make ads with sex appeals attractive and memorable (Severn, Belch & Belch 1990). Shimp (2003) makes a step-by-step analysis of sex appeal usage in ads. First, he underlines that these ads capture attention of consumers; secondly, they enhance message recall; finally, these ads evoke emotional responses among customers. Hoyer and MacInnis (2001) make an emphasis on emotional responses caused by sex appeals in ads. Cognitive processing of ads with sex appeals and an increase of persuasive impact evoke a desire to purchase a certain product. Emotional impact is also underlined by Latour, Pitts, and Snook-Luther (1990). These researchers state that consumers’ attention to certain brands or products is created in accordance with the usage of sex appeals in ads (Severn, Belch & Belch, 1990). The effectiveness of sex appeals usage in ads can be diminished by the appropriateness of sex appeals to the advertised product. An inappropriateness of sex appeals’ usage may arouse a negative attitude to the brand among the representatives of fair sex, being offend ed by an enslavement of female body (Yovovich, 1983). We will write a custom essay sample on To what extent the effectiveness of sex appeal in advertising may be reduced by factors like religion, culture, morals and traditions or any topic specifically for you Only $17.96 $11.86/pageorder now Therefore, the efficiency of sex appeals in ads can be proven if it is used appropriately with regard to a certain product. Negative effects of sex appeal in advertising An inappropriate and evident sex appeals lead to negative effects of ads. Sex appeals attract attention, but there is no guarantee that a product is memorized by the target audience. Maybe, an image of a naked girl near a man doesn’t remind of the name of brand to be advertized (Tom Ford’s image of men’s perfume). There is a serious research gap of negative impacts of sex appeals in ads. A communicative function of the message in the ad can be neglected by the audience and negative attitude to the ads with sex appeals. Thus Reichert, Heckler, and Jackson (2001) underline that sex appeals in ads evoke sexual stimulus among consumers but they don’t influence on a brand remembrance (Grazer & Keesling, 1995). Severn, Belch, and Belch (1990) claim that it is necessary to delimit sex appeals influence on customers’ processing of the information. This interference decreases message’s comprehensiveness. Stewart and Furse (2000) underline sexual stimuli prevalence over information on brand or product. Consequently, the usage of sex appeals in ads may be a threat for a brand or product. Sex appeals capture attention of the customers, but they are less helpful for product sales.