Across the advertising spectrum, it is commonly thought by marketing campaigns that, in order to make a break through and sell a new product or service, companies needed to turn to sexually attractive women to flaunt any particular product. But according to a study done by Brad J. Bushman, Ph.D., professor of communication and psychology and Robert B. Lull, Ph.D., a doctoral candidate, both from The Ohio State University, the practice of using graphic content in advertising is not as effective as previously thought.
To reach this conclusion, Bushman and Lull analyzed 53 published studies from 2014 alone that had examined the behaviors and responses of 8,489 participants in reference to the effectiveness of certain strategies in advertising.
In comparing violence and sexual content in advertising, Bushman and Lull found that violence had the most influence, albeit a negative influence. Typically, advertisements aren't overtly violent in and of themselves, but if they are placed in a commercial break that is aired during a violent program, the study found that brands being advertised "were remembered less often, evaluated less favorably and less likely to be purchased than brands advertised in nonviolent media."
Interestingly enough, the negative effects of sexually charged ads were relatively low — something that Carl's Jr. discovered from their most recent Super Bowl commercial, according to Advertising Age.
Bushman implied that marketing firms and advertising agencies should take note on their widespread findings.
“Sex and violence do not sell and, in fact, they may even backfire by impairing memory, attitudes and buying intentions for advertised products," Bushman said. "Thus, advertisers should think twice about sponsoring violent and sexual programs and about using violent and sexual themes in their ads.”
Lull added that people are definitely attracted to sex and violence, as can be seen throughout human history — humans needed to both reproduce and kill in order to survive. But the overtly sexual and violent tones of whatever media is drowning out the advertisement triggers memories of the obscene, not of the advertised.
Tim Torkildson produces work that has appeared in the St. Paul Pioneer Press and through Deseret News Services. Read his blog at http://iwritetheblogggs.com/.