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Social Media MarketingSex Appeal in adsPresented By: Ashwin S NairSubmitted To: Mr Deepak JyalaMaster in Fashion ManagementNational Institute of Fashion Technology

AdvertisingAdvertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through various media (Bovee, 1992)

Commonly include brand, product, and how product could be beneficial to entice consumers

Companies use a variety of methods to promote products/services in order to influence and appeal to a broad range of consumers (Keller, 1987)

PersuasionSymbolic process in which ads try to convince consumers to change their attitudes or behaviors (Perloff, 2003)

Advertisements have shifted from central focus of product to having a model represent the benefits of a product as a means of persuasion (Beasley & Danesi, 2002)

Sexualized models can be used as persuasion techniques (Lynn, 1995)

Importance of MemoryTime difference between view advertisement and purchasing product

The placement of advertising retrieval cues increase likelihood to recall information from advertisements (Keller, 1987).

Promotional messages impact information already stored upon the retrieval cues presentViewing advertisements strengthens memory of product and brand Stored information allows for the connecting links to have a stronger association (Keller, 1987)How Sexualization is Used in Ads Sexualized ads depict women/men with either alluring behavior or wearing provocative clothing as a means to promote products and services (Monk-Turner et al., 2007)

Viewing sexualized images tend to elicit a variety of sensations that lead one to making an association of possible pleasurable outcomes for him/herself (Adams 1916)

Research on Sexualization in Advertisements Lynn, 1995Sexualization is most effective when it is used on a product which is normally associated with sex

The sexualized content in advertising must be appropriate to the product category and have a proper underlying messageDirect/indirect promotion of sex in advertisements

If sex is perceived as irrelevant to the product, it may have a negative effect on attitudes and purchasing intentionPrint vs. Video AdvertisementsPrintExample: newspapers, magazines, billboardsPrinted advertisements yielded greater recall compared to televised (Buchanan 1964)FamiliarityAble to review information in ad

VideoExample: television commercials, internet commercialTelevision advertising has become the most effective contemporary medium (Beasley & Danesi, 2002). Demonstration of the benefits Sex Appeals Sex appeal in advertising is generally viewed as an effective strategy to attract attention to your brand.

The pervasiveness of this approach is evidence of the fact that companies believe it works well.

In some instances, sex appeal alone is the attention-getter in an ad, while other times the product presents a natural opening for sexual ad messages.ComponentsTeasingSupportingIts in the ProductSubliminal Ads

TeasingFor some companies and products, sexuality is the allure used in advertising to draw attention to an otherwise tame product.

SupportingIn other instances, products companies sell lend themselves well to sexual or sensual ads. Axe body spray commercials and ads, for instance, play up the fact that men who use their products will smell so good, they will attract women. Makeup brands, colognes, perfumes and other health and beauty ads commonly show men or women talking or conveying the benefits of the products with their looks or attractiveness. This type of approach offers a more conventional opening for small businesses or suppliers looking to promote sensual benefits of their brands.

Its in the ProductThe most direct example of sexuality working, or being necessary, is when your product has a direct correlation to sex itself. Viagra and Cialis, for instance, must address sexuality since their products combat erectile dysfunction. Keys for them include promoting product benefits, but in a socially acceptable way. This usually involves hints and innuendos about what a couple is going to do. Sex therapy books and products or adult-themed retail stores also inherently address sexuality in advertising.

Subliminal AdsSubliminal advertising is the deceptive implanting of visual images or text in ads. Known to exist since 1957, subliminal ad techniques are designed to play on an audience's subconscious mind through quick-hitting imagery that your conscious mind isn't immediately aware of. Sexuality in advertising is often subtle or subliminal. The company doesn't want you to know it exists, but it is built into the message to create a positive feeling. The subtle inclusion of male or female private parts in a print ad is a common technique. This particular method is used by large and small companies, because you can plant such visual cues in affordable newspaper or magazine ads in many cases.