Tabdesigner - Internet Marketing

We are surrounded by advertising, despair for our attention. Everywhere we see, we are necessarily unattractive images dressed men and women, which in any way inspire us to buy products that support them. Of course, the attention of the strategy is increasingly popular. But is it effective?

Sex Appeal may be the effectiveness of an ad or commercial because it attracts the attention of customers. It is curious human nature on sex. A pair of long legs on a billboard is rather to fish (and hold) the attention of a man like a puppy, whatever it is beautiful. Women are also on them, perhaps with the desire of the goddess-like legs.

However, abuse of sex appeal can be costly. Many campaigns have begun as a trademark offensive boycotts, the impact on sales of brand and reputation damage. Abercrombie & Fitch has already several scandals, the latest of its recent Catalog the title of “XXX Wet, Hot Summer Fun.” On 18 April 2002, one week after the gallery, click the stores, the Illinois State Senate passed a resolution condemning A & M’s tactic of advertising. The resolution, several organizations non-profit, that citizens and shareholders Abercrombie boycott of products and character against the sales strategies. Although the sexy photos in catalogs are not uncommon, “XXX Wet, Hot Summer Fun” featured boys and girls frolicking naked in natural settings. Not quite reasonable for clothing and services for young people.

Sex in advertising has hit controversy for many years, an advertiser must be careful when he in a campaign. Great advertisers not only get the attention of a power of advertising or trade, but also the type of emotional response it provokes in customers. Studies show that the attractiveness of the approval of model causes positive reactions. Nudity and graphic erotic content, while still attracting the attention of consumers, not really positive feelings among the spectators. In other words, advertisers must be careful to avoid that “Withers and, in May, a negative impact on brand image.

To avoid this, the sexual content in advertising appropriate product category and have a good staff. In 2000, Heineken launched the “It’s All About Beer, the campaign”. An on-site, called “To The early displays a beautiful woman attractive Heineken Pour into a glass. If a type in the bar responds by casting his own, it pays promptly and nervous at all leaks foam on the table and yourself. Sexual orientation is implicit, even more directly. The reference in this sexual and other spots of the current year, increasing turnover by 13% in the first two quarters of 2002 . However, Steve Davis (Vice President Marketing, Heineken USA), says that “provocative is a very good place to be, as we are not inflammatory. Spots but also for another reason. The date on the action line, they are on the desire of Heineken. Our ads, the heroes of beer. ”

Sex sells, yes, but only if it “tasteful.” Marketing, we must not only to the customers in the short term but also in establishing a brand reputation, long-term returns results.