Does sex really sell advertising?

     
Sex will always be a part of advertising because advertisers know that sex sells. It may not sell to everyone, but market researchers know that sexual content in advertising grabs attention. As long as they have your attention, they can market their product. Even if the product has nothing to do with sex.

Advertisers do not market products to offend moral conscious. They advertise to sell their product. But, even individuals who find themselves offended by sexually explicit advertising still talk about them, and marketing executives still believe the old axiom, “there is no such thing as bad advertising”. Even when an advertising campaign generates controversy, it is still considered effective.

Targeted advertising

 

Manufacturers hire advertising companies to market products to those individuals most likely to purchase them. And advertising executives conduct extensive market research to determine who fills the target demographic of the manufacturers products. Ad campaigns are then developed to reach the greatest number of potential customers within that demographic group.

In a perfect world, advertisers reach their target customers, those customers purchase the manufacturers products, the manufacturers profit from their relationship with the advertising agency. At that point, everybody is happy.

But what happens when such intangibles as advertising reach, competitive market share, and an ineffective ad campaign effects the manufacturer’s advertising investment? Then, advertisers broaden their demographic scope in hopes of reaching a greater population. In such situations, men may have to sit through ads for feminine products, or women may end up viewing scantily clad beauties bouncing on the beach. The target demographic is still being reached, but non-target consumers may become uncomfortable by the ads.

Selling sex to men vs. women

Most people understand that women in bikinis have nothing to do with selling beer. But advertisers target beer commercials to their core demographic, who just happen to be beer drinking males between the ages of 21 and 36 years old. That isn’t to say that women do not drink beer, but research indicates that while a woman may have a beer or two, young men drink considerably more, usually consuming four to six beers in a sitting.

Advertisers also know when to sell sex to both men and women. Condom ads were once found only in male oriented magazines. But with the heightened awareness in safe sex and the prevention of sexually transmitted diseases (STD’s), condom manufacturers now advertise their products to both sexes, targeting those demographics who research has found to be most sexually active. Consequently, condoms are now just as likely to be purchased by women as they are by men.

Selling sex to an older generation

Sexual performance and enhancement products are another example of how sex related content is now targeting an older generation. Such products are marketed towards “baby boomers” who may be beyond their sexual peak, but still enjoy the satisfaction of a healthy sexual relationship with their partners. Few men in the 21 to 36 demographic would admit to needing such products, but through the broad reach of advertising, they are aware of them. Such unfiltered advertising increases a manufacturers reach, but also guarantees future customers.

 

Advertising sexual content and First Amendment rights

 

There will always be some who oppose sex in advertising. But, advertising is a numbers game. In other words, as long as the number of sales generated by ads with sexual content outnumber those individuals who find the ads offensive, advertisers will continue to use them. To them, the end justifies the means.

But advertisers have another weapon at their disposal. The First Amendment to the United States Constitution reads, “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances.”

To advertisers, this means that they have every right to market a product in any manner they see fit, as long as it does not present a “clear and present danger” to the people of the United States. Church groups have complained, but they are also covered under the same amendment.

Advertisers will continue to use sex

The main objective of advertising is to sell products, and sex sells. As long as consumers respond to ads with sexual content, then advertisers will continue to produce such ads. There are fewer inhibitions about sex than there were 40 years ago, and much of the sexual content used in ads today would have been censored then.
There will also continue to be individuals who oppose sex in advertising. But, until advertisers find a way to market certain products by depicting images of nuns or the elderly enjoying them, sexual images will continue to bombard our senses.

Let’s just hope that beer companies don’t start showing scantily clad grandmothers bouncing on the beach. But, then again, that could very well sell a product to someone.

What's On My Mind Today...

Making Money From Home
With the average price of gas nearing four dollars per gallon and the housing market showing no signs of recovery, more and more people are searching for ways to increase their income without taking on another traditional "job". Here are a few legitimate ways that people are beating the odds. Want to know more?... (click here)


Why Are Women Fascinated With "Mr. Big"

I think the biggest thing that I’m confused about with the "Sex And The City" phenomenon is the fascination with “Mr. Big”. Now, though I’m not huge a fan of the show, I’m bright enough to know that the name “Big” refers to the anatomical pipe dream that most women believe guarantees sexual fulfillment. But in this program, the reference to “Big” goes even farther.
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What Men Really Want In A Woman

Most men initially view a woman as a potential sex partner. We are attracted to both her femininity and her sensuality. We want a woman who exudes both, without being too much of either. For many men, seeing a woman wearing too little is way too much, even though it'll attract our attention. Read article... (click here)

Kimbo Slice

If you're not familiar with this guy, then you haven't been avidly keeping up with many of the social websites, or following MMA. With only three fights to his credit in the professional mixed fighting arena, he has become a superstar for his lightning quick knockouts and his take no prisoners persona. But not everyone is a fan... More about Kimbo Slice (click here)


Celebrity News and Entertainment:
CelebrityWorld.com

Other Stuff On My Mind:
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Things To Be Thankful For
One Night Stands

Strategies For Success During Economic Downtimes

The primary objective of every business venture is to maximize profits and minimize expenses. Operating at a loss is not the goal of any business module, and those that are not prepared for obstacles will find it very difficult to recover from the risks associated with down times.

The first three years are the most critical for any small business. Statistics indicate that more than 80 percent will fail during that time. Overcoming the odds takes a combination of preparation and due diligence, but anyone willing to work hard and not shrink under pressure can find tremendous satisfaction both emotionally and financially. Read entire article...

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Living Within Your Means... by Terry Marsh

Soaring household debt continues climbing out of control as families overspend incomes through impulsive buying habits and undefined budgeting. Fixed expenditures are a necessity, but shopping has become a national obsession for retail consumers, even while facing a downward trend in the economy. Marketing consultants...

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Learn more about this author, Terry Marsh.

Economic Stimulus Rebate: Spending My Money...by Terry Marsh

The Economic Stimulus Package signed by the president in February is designed to promote consumer spending and offset the possibility of a recession. The goal is to jump start the economy by creating additional household funds through taxpayer rebates. Lawmakers hope these additional monies will be fed right back into the economy, with increased spending on domestic goods and services that many people have put off buying over the past few months.

Recently, many water cooler conversations have revolved around how those rebate checks will be spent. However, I've decided not to count my pennies before I receive my check in the mail. Sure, there are a few electronic gadgets that I've been drooling over, and even some things that I've passed over at one of the super home improvement centers. But with the proposed distribution of the rebates scheduled between late spring and early fall, I'm not quite sure what my most immediate needs may be at that time.

Under the proposed stimulus package, the government would pump $161 billion into the economy in the form of rebate checks which amount to about $600 per household, with an additional $300 for each child. In effect, this amounts to approximately $50 per month for my household. This equates approximately to a tank of gas, and I'm not so sure that excites me enough to start planning a trip to Disney World.

The senate actually considered a different version of this package which would increase the total cost to $193 billion, and include more households in the disbursement of those funds, although each household could have expected to receive less. Either way, if all the funds allocated to this package are not transferred into domestic spending, or if they are spent on products manufactured outside of the United States, American taxpayers will eventually shoulder the burden.

This is the second such rebate package initiated during the Bush administration, and frankly, I don't remember how the last one was spent. My guess is though, that many people may use those funds to pay off interest on credit cards or catch up on past due bills. I also feel that a great many people, me included, would hold onto a portion of those funds for a rainy day in the event that the encroaching recession isn't diverted.

This, of course, would create the opposite effect of governmental expectations. Holding onto those additional funds instead of spending them does not create an energized economy. Although I'm concerned about the direction of economic growth in our country, I'm more concerned about the economic stability of my own household. I do not foresee any significant changes to my income within the next twelve months, and though the additional funds would be welcomed, I'm not convinced that this economic shot-in-the arm would reduce the prices of the goods and services that are currently a staple to my home.

Personally, I believe there could be additional incentives which would make me more comfortable with spending, such as a freeze on price increases at the fuel pump, or higher taxes on products manufactured outside of the United States. I'm convinced that factory workers in this country would appreciate some surge in consumer spending on the products they produce. They would also feel more comfortable about having a job next year, and possibly even become more willing to spend a little more of that rebate check.