Sex doesn't sell, it diverts consumer attention

Sex sells – a slogan coined to summarise the phenomenal power of sex appeal in advertising – has been questioned by a new study.

According to a new study published by the academic journal Psychological Bulletin, ads that feature sex and violence – or appear on programmes of the same nature – are less effective than those with neutral themes. Why? It diverts the viewer’s attention, says Brad Bushman, a professor of communication and psychology at Ohio State University and co-author of the study. “It never helps to have violence and sex in commercials,” he revealed. “It either hurts, or has no effect at all.”

The study concluded that ‘brands advertised in violent contexts will be remembered less often, evaluated less favorably, and less likely to be purchased than brands advertised in nonviolent media. We also suggest that advertising in sexual media may not be as detrimental as advertising in violent media, but does not appear to be a successful strategy either.’