Sex Appeal as an Advertising Strategy - Essay Example

Advertising Theory Advertising Theory Background Due to the increasing usage of sex appeal in advertising in the recent years, there has been extensive literature in Western countries, especially the United States, on the evaluation of sex appeal advertising. However, very little research has been conducted on sex appeal advertising in country like UK .As we all know, UK has become one of the most attractive markets in the world and advertising has become one of its fastest-growing industries. To answer these managerial questions, international advertisers need to understand how British consumers respond to different advertising strategies, including sex appeal strategies. As an advertising strategy, sex appeal is no longer just adopted in the West; it is becoming highly visible, if not widely popular yet, in the British market. Summary This study has been conducted by Sanjay Putrevu. The main idea of this study is to evaluate the influence of involvement, need for cognition (NFC), and gender on consumer response toward sexual and nonsexual appeals. Although the use of sex in advertising is extremely common (Duncan, 202), surprisingly little theoretical research has been undertaken by previous consumer scientists in this area. As Reichert (p. 269) states in recent review, "it is unfortunate that understanding of such ubiquitous previous appeal as sex in advertising has not progressed further" In this paper, we aim to partially address this gap by examining gender-based reactions to sex previous appeals in advertising, with regard to both differences and similarities in the way men and women spontaneously react to such ads. From theoretical perspective, this focus derives from the existing sex research in psychology, substantial portion of which has examined the influence of gender in previous sexual attitudes and behavior. From practical perspective, such an exploration carries obvious implications for managers wishing to understand when and why the use of sex previous appeals might be effective across gender-defined segments. Although there are many aspects of sex in advertising that could be of interest, we circumscribe our investigation along two dimensions: () We focus on reactions to gratuitous sex previous appeals; and (b) we examine processing of such ads under constrained processing conditions. The rationale for focusing on gratuitous previous sexual appeals is practical one. Ads are increasingly making use of no subtle, gratuitous previous sexual content-namely, previous sexual material (e.g., images) that many are likely to regard as being unnecessarily explicit, perception that is heightened when the image is also irrelevant to the advertised product. This study consists of three studies Study 1: Involvement Study 2: Need for Cognition (NFC) Study 3: Gender Study 1: Involvement The study shows that high involvement respondents produced more negative advertisement implementation and brand thoughts toward the sexual appeals than the non-sexual appeals. These consumers also seem to find the sexual content to be off-putting. These results suggest that sexual appeals may be effectual when targeting low-involvement consumers, but that they might not work well for high-involvement customers. Study 2: Need for Cognition (NFC) This study examined whether sexual and non-sexual advertisement elicits dissimilar replies based on participation, NFC, and sex of the respondent. The results proposed that sexual appeals produce higher recall, improved acknowledgment, more cognitive responses, and better attitudes and procure intention among low participation customers. Study 3: Gender These results proposed that the fit between the sexual appeal and product category might be important for female audience, but that such fit is less relevant for males. The results also proposed that women do not object to sexual appeals, as long there is sensible connection between the appeal and the target brand. Female aversion for sexual appeals seems to emerge when the appeals seem irrelevant in the advertisement background. Perhaps these findings give details the prevalence of sexual appeals targeting younger consumers: Young men greet them, while young women do not object to them if not the fit is missing Sex Appeal Advertising in UK The degree to which sex appeal can be successful is not only largely dependent on gender but also on the target audiences' culture (Bello et al., 193). As advertising is distorted mirror of culture and society (Pollay, 19), the usage of sex appeal in different societies reflects the different cultures among those societies (Lin, 18). UK is no exception. Findings and Observations In broad sense, sex appeals can be defined as messages, whether as brand information in advertising contexts or as persuasive appeals in marketing contexts, which are associated with sexual information (Reichert et al., 301). Previous empirical studies identified that sex appeal serves number of crucial roles in advertising including attracting initial attention (e.g. Reid and Soley, 198), enhancing recall (e.g. Steadman, 8), evoking emotional responses (e.g. Courtney and Whipple, 1983; Hoyer and MacInnis, 21), and increasing persuasion (e.g. La Tour, Pitts, and Snook-Luther, 1990; Saunders, 96) as well as buying intention (e.g. Grazer and Keesling, 95). Recently, Reichert et al. (21) summarized that using sex appeal in advertising can grab attention, augment recognition, bolster brand image, increasing receivers' interest in processing the advertisement, and enhance persuasion. For example, previous studies (e.g. Judd and Alexander, 1983; Severn et al., 1990) have consistently demonstrated that sex appeal attract attention to the advertisement. Advertising Theory The Market Power Theory of Advertising is the theory of advertising is that established firms use advertising as barrier to entry through product differentiation. Such firm's use of advertising differentiates its brand from other brands to degree that customers see its brand is slightly different product, not perfectly substituted by existing or potential competitors. Devising theory of how advertising is effective within consumer's mind is difficult because customers struggle with every decision they make. The process in which customers choose brand and/or product is extremely complicated. Advertising messages must be tailored and relevant during each stage of consumer's buying or decision making process. Advertising messages are created in order to change the awareness, knowledge, and attitude of customers towards specific brand offered. These changes take place all throughout the buying decision making pattern. In spite of the moral problems connected to sexual advertisement , advertising in contemporary times is sated with patterns of such appeals. Advertisers are often driven by revenue motives and use strategies such as sexual appeals to improve the bottom line. This research separates some conditions that may assist or hold back the efficiency of such sexual appeals. The prevalence of appeals appears to be ambitious at least partly by their aptitude to gather consumer consideration, produce deeper dispensation, and improve influence and buy target. Example Toyo Tires used nude female model crouched on all fours with the tagline "Tires that Fit You" in recent print ad campaign. In another example, an ad for M7, new fragrance from Yves Saint Laurent, featured full frontal male nudity. It is clearly of interest to both the manager and the policy maker to understand whether and how previous consumers are influenced by such tactics. Works Cited Putrevu S. (2008), "Consumer responses toward sexual and non sexual appeals", Journal of Advertising, Summer, Vol. 37 Issue 2, pp. 57-69. Bibliography Belch , A. & Belch . E. (2001). Advertising and Promotion An Integrated Marketing Communications Perspective. Published by McGraw-Hill Book Company Sydney. Lee, M. & Johnson, C. (1999). Principles of Advertising: A Global Perspective. Published by The Haworth Press, Inc. New York. Arens, F.W. (2002). Contemporary Advertising (8th ed.). Published by McGraw-Hill Book Company New York. Wells, W., Burnett, J. & Moriarty. (2000). 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