Use of sex in advertising is an age-old strategy, but the current spate of sex-based advertisements show an increase both in numbers as well as the level of nudity, despite the fact that there is an increase in the public outcry against this kind of advertising. Advertisers use this platform very often because they strongly believe that sex sells. But the question here is-when is the use of sex appropriate and for which target audience? What is the level of sexual content that will generate a positive response from the consumer? This study attempts to answer these questions.
Studies have revealed that while advertising with high level of sex content is found unethical, the common perception is that these ads also generate adverse effects on the attitude of consumers towards different product categories. The level of criticism of high sex content advertising also depends on the level of sexual liberalism of the audience. The best way to use sex-based advertising is to assess the level of sexual liberalism of the target audience and use sex only within the requisites of communication task.
Not much has been done, in the form of concrete research, to establish the influence of sex-based advertising in consumer information processing and on the overall attitude of the consumer. It is observed that in some circumstances, the use of sex themes or nudity in promotion may have a less favorable impact, but with significant limitations. |
