Study to Claim Sex Doesn't Sell

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Two college professors, University of Colorado Marketing Professor Paul Her and the late Binghamton University Associate Professor Yong-Soon Kang, are about to poke a whole in the ad industry's love affair with sex as a tool to sell. In June, the pair will release a study, "Beauty and the Beholder: Why Pretty Faces Don't Always Help Sales," conducted among 200 college students that will show sex-laced advertising can backfire. We hope everyone ignores the study.

by Steve Hall    May- 9-06   Click to Comment   
Topic: Research   

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Comments



Comments

For the record, it's Binghamton University. And, for the record, I have no clue what kind of kids go there now, but they would have found much different results if they interviewed my classmates when I was there.

Posted by: David Berkowitz on May 9, 2006 2:09 PM

found this comment interesting...
http://members.boardhost.com/hardcoregaming/msg/1147201514.html reference/ cost considerations of consoles vs. advertising metric. tune tomorrow for further coments from hardcore gamers; a better measure of true hard nosed sex appeal vs. bald skiny males in droopy clothes shouting "Fluffy...one garners real buyers the other snickers and smerks... peace out

Posted by: arthur on May 9, 2006 3:10 PM

I think that there is FAR to much sex in advertising now and I do indeed hope that it takes a HUGE step backwards. One problem with advertising is that it is often VERY indiscriminate ---- it flaunts its' message to all age groups and all demographics -- Tv is the main culprit. I do not think that young kids need to be "sexualized" or to be taught that sex is the "least common denominator" when it come to mass communication.

Posted by: Anthony on May 9, 2006 7:45 PM

"We hope everyone ignores the study."

Of course you do, Steve. There goes your whole business model!

: )

Ann

Posted by: Ann Handley on May 9, 2006 8:31 PM

Surely I jest but, yes, it certainly would put a dent in the business model!

Posted by: Steve Hall on May 9, 2006 8:42 PM

How this for my scientific study? Have two same age, race, height, weight live models spraying perfume store testers. One is as fugly as a baboon and the other porn-star hot. Be honest, guys which one would you stupidly walk up to have your smiling face spritzed? My point exactly. I bet you Herr and Yong-Soon Kang are quite ugly. SEX SELLS AND WILL CONTINUE TO.

Posted by: Rex on May 10, 2006 1:55 AM

Wierd findings!
I guess it depends how the study was developed. For what was the advertising they analysed?

Maybe for tea sets? Or old women's underwear?


Posted by: Jeromy on May 10, 2006 8:04 AM




Stanton Optical


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