An online questionnaire and Web-based visual test of what people look at when they view advertising with sexual images confirms what some may have suspected. Sex works better in advertising messages for men than women.
According to findings from the market research firm MediaAnalyzer Inc. men’s interest in sexual images increased their intent to make a purchase, but such images had the opposite effect on women.
For both men and women, sexual images made it less likely the brand would be recalled. The study concluded that sexual images are most effective with men for products with well-established brands. More than 40% of women indicated they feel sexual images in advertising promote a general deterioration of moral and social values, while posing a threat to children.
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