Popular wisdom has many sayings and set phrases to point out something that brands have been using for a long time: sex sells. It has been doing it for practically always and advertising claims have been using it for practically the entire history of advertising. If you take a look at a magazine from a hundred years ago, you will see that many of the products that are being advertised do so with the claim of capturing the other: having the brightest hair or the most attractive smile is only one way to get the other’s attention.

Sex has been a potential claim that has spread decade after decade to the cry that sex sells. The different examples prove it and the brands have used the idea in a more or less obvious or more or less refined way, from the grease removers that show everything in their ads except how they clean their products to the deodorant ads that promise to succeed notably. France WhatsApp Number List  When Ax ads began trying to capture the American imagination almost ten years ago, to take a clear example, high school teachers had to take action. The ads were so compelling and the claim so powerful that classrooms were a stinking space from teenagers abusing deodorant.

But have times changed and a claim as old as this, inherited from the decades in which it was practically advertised without knowing what was being done, has gone out of style? In recent years, many critical voices have been raised against this type of advertising, which usually objectifies women and reduces them to simply objects. Other critics have been pointing out that practically everything has been sexualized and that sex is used to sell anything, which creates ethical debates and what is sometimes borderline ridiculous. But the truth is that if sex has lost its traction as the engine of advertising campaigns, it has not been because of all these pressures but because of a reality that is usually what drives companies.

Sex has stopped selling. Or at least that’s what the numbers and the facts are showing. A study by an advertising agency decided to measure the impact that playing with this theme could have when it comes to pushing consumers to try a new restaurant. The results were conclusive. In the face of an ad that played with sexual misunderstandings, consumers fled. For many consumers the ad was annoying or offensive and for others it created a worse image of the restaurant in question.

Change tactic

The studies, or the advertising boom that completely collide with this type of messages (such as empowerment advertising), are not the only ones that point along this line. The analysis of the situation in which there are firms that have made the sexualization of the message their main hallmark also helps to understand that sex as a claim is experiencing a difficult time. As noted in an analysis in Business Insider, both Abercrombie & Fitch and American Apparel have softened the weight of sex in their campaigns and in their stores, so much so that the former has even opened a children’s clothing section.

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