Study to Claim Sex Doesn't Sell
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.
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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.
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
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.
"We hope everyone ignores the study."
Of course you do, Steve. There goes your whole business model!
: )
Ann
Surely I jest but, yes, it certainly would put a dent in the business model!
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.
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?
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