For a while I’ve had this topic on my list of things to write about. It stayed on that list because I wasn’t coming up with a good angle or way to approach it.
Anyway, I like Bob’s approach. He asks the question and then cites a study that suggests that sex in advertising not help sell the product it’s promoting. In fact, it can do the opposite.
I’ve believed this for a long time so I thank Bob for shining this light on it.
Sex in advertising only works well when the product or service being promoted is erotic or sexual. Otherwise it’s just a lazy, cheap way to get a lot of looks.
The trouble is they’re not the kind of looks you want because they’re not motivated by the product or service you’re selling. It’s like having a 40-foot gorilla balloon tied to the top of your car dealership. The gorilla gets people’s attention. But, so what? What does it have to do with selling cars? Nothing! So, the attention or exposure delivered by the balloon is almost worthless.
Remember, your marketing exists to deliver the right message to the right people as often as possible within your budget.
If you use an irrelevant disruptor (like a bikini-clad model or a 40-foot gorilla balloon) then you are not necessarily going to deliver your message to the right people. You’re failing a major part of the marketing equation.
So, keep your ads relevant to your audience, your business and your message. Make everything work together, in harmony. Sure, it’s more work. But in marketing, as in life, there are no shortcuts.
So, now you know my opinion. Id’ like to hear what you think. Does sex in advertising sell or not?