Why Sex In Ads Don’t Work, And Violence Is Even Worse, Says New Research
While the adage ‘sex sells’ has become virtually synonymous with advertising, research coming out of the American Psychological Association suggests this isn’t actually the case.
The study Do sex and violence sell? A meta-analytic review of the effects of sexual and violent media and ad content on memory, attitudes and buying intentions found brands that advertised with violent and sexualised content were remembered less often and looked on less favourably.
“We found almost no evidence that violent and sexual programs and ads increased advertising effectiveness,” said Brad J. Bushman, PhD, professor of communication and psychology at The Ohio State University, and a co-author on the study.
“In general, we found violent and sexual programs, and ads with violent or sexual content decreased advertising effectiveness.”
The second co-author Robert B. Lull added it’s not because people aren’t attracted to sex and violence, “on the contrary, people have been attracted to sex and violence since evolutionary times, when attending to violent cues prevented our ancestors from being killed by enemies or predators and paying attention to sexual cues attuned our ancestors to potential reproductive opportunities.”
Taking a look at violent and sexual content in the media – which includes violent/sexual TV programs, movie, games etc – Lull and Bushman determined advertisers believe sex and violence sells, so buy prime time ad spots during programs with high sexual and violent content. And subsequently, producers continue to produce the intense content as it attracts the ad dollars.
According to the study, gun violence in movies rated PG13 (PG in Australia) have more than tripled since 1985, and many of the top selling games, movies and TV shows were rated on the basis of violent content and sexual content.
“Overall, these percentages suggest that almost half of the most popular shows, films, and games contain violence, and more than a quarter contain sex,” said the report. “Therefore, insofar as a larger audience leads to more exposure for the product and thus more potential customers, advertising in violent and sexual media may provide advertisers the exposure they seek.”
However, the results from the study concluded violent media content “impairs brand memory, brand attitudes and buying intentions”, which means brands who advertise within violent programs, games, movies etc end up on the periphery of the program, not at the forefront of the consumer’s mind. Whereas no violent media content means “individuals can focus attention on the central and peripheral cues in the advertisement”.
Similarly, in terms of sexual content in advertising, brands who upped the raunchiness were looked on “less favourably” than those who took the safer route. However, the authors noted there were no statistically significant effects for advertising during highly sexualised media content.
The study used 53 different experiments and 8489 participants during 2014 to come to its conclusions. The study was published online on July 20, 2015.
Bushman added: “Our findings have tremendous applied significance, especially for advertisers. Sex and violence do not sell, and in fact they may even backfire by impairing memory, attitudes and buying intentions for advertised products.
“Thus, advertisers should think twice about sponsoring violent and sexual programs, and about using violent and sexual themes in their ads.”
Please login with linkedin to comment
Advertising Standards Bureau cannabrand Movies. James Bond splendour in the grassLatest News
Kathmandu Hosts Urban Zipline Event In Partnership With Beyond Blue
Nothing says the outdoors like the Kathmandu brand. Although it readily fails to mention the chances of bear attack.
Victoria’s Secret To No Longer Call Ambassadors ‘Angels’ As Part Of Major Rebrand
In bad news for perverts everywhere, knickers brand Victoria's Secret is shifting its marketing out of 1972.
Evian Uses Ronaldo’s $5.2 Billion “Drink Water” Stunt In Own Marketing
Nothing screams "wanker" quite like an Evian water, does it? Admittedly, a well-hydrated wanker.
Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook to expand transparency around political & social issue ads. Mark still refusing to crack a smile, however.
Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
Tommy Hilfiger’s Former Global CMO Joins Celebrity Cruises
This has all the hallmarks of an episode of The Love Boat, sans one of Issac's daiquiris and an unwanted STI.
COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
DEADLINE WARNING: Entries For Best Of The Best Awards Close Next Friday!
Consider this our FINAL WARNING about Best of the Best entries. Well, at least until we remind you again next week.
“Mike Hunt, Hugh Janus & Mike Oxlong!” Right Wing Broadcaster Gets Pranked By Its Own Viewers
B&T warns this comes with a number of puerile schoolboy jokes. You'll possibly get afternoon detention just reading it.
Saatchi & Saatchi Appoints Georgia Jones As Melbourne GM
Big news out of Melbourne today. A new GM for Saatchi & Saatchii & someone spotted in Flinders Street not wearing black.
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
Australian Geographic unveils 'Quiet Places' edition, with shelving pingas up The Goldie failing to rate a mention.
Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment, But Seven Takes The Night
Two-minute noodles the star of last night's MasterChef. Yet, strangely doesn't see a spike in uni student viewership.
Carat Hires Oliver Carthy As Head Of Digital
Oliver Carthy appointed Carat's new head of digital and unofficial de-jammer of paper jams in office copier.
New Research Names Olivia Rodrigo And BTS The Most Popular Study Music
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Noel Gallagher Wants To Sell Oasis’ Back Catalogue For $367M So The Songs Can Be Used In “McDonald’s Adverts”
Oasis want to sell their back catalogue to advertisers. To be fair, you'd pick up their last few albums pretty cheap.
Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
B&T only watches Ninja Warrior for the agility, the sheer athleticism and the raunchy pervability.
Cannes Lions Announces 2021 Awards Entry Numbers Before Launch Of Virtual Event
Sadly, once again there's no trip to France again this year. Still, spare a thought for Cannes' rude & surly shopkeeps.
Building A Successful Remote Marketing Team
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
From Intern To Chief Of Staff In Five Years: Atlassian’s Helen Xue Shares Her Three Pillars For Professional Development
Why fall backwards into the arms of colleagues to improve career development when there's this concussion-free read.
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
How To Align A Marketing Strategy With Customers’ Shifting Perspectives
Do you just want to throttle indecisive customers? This important read will calm the nerves & save you from a gaol term.
Woolies’ Cartology Announces New Appointments
Woolies' retail media business unveils new appointments. B&T notes it also has a good deal on Tim Tams at the moment.
WPP’s Chief People Officer Lisa Sheehan Latest To Depart
The broom continues to go through WPP's local operations. Yet, not where it's most needed - the dusty skirting boards.
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Pinterest reveals what Ys & Zs are shopping for online. And if you're thinking peacocks or fez hats, you'd be wrong.
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
