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Does Sex Sell?
By: Cierra Bell
My Study
• For my project, I chose to ask one male and
one female of the same age 4 questions after
reviewing my portfolio of ads:
1-Would you buy the product?
2-Does sex sell?
3-What are the effects of using sex to sell products?
4-Did you realize what the product was when you first
saw the ad?
My Study (continued)
• Male’s response to questions:
1-“Yes I would, the ads were visually stimulating.”
2-“Yes, body and self image is a main topic of concern in
today’s society.”
3-“It captures the audience’s attention and drives them to
go to the store to buy the products.”
4-“No because the pictures are so vivid and eye popping. It
takes a moment to find the product logo and figure out
what they’re selling.”
My Study (continued)
• Female’s response to questions:
1-“No, using sex does attract my attention, but it
doesn’t encourage me to buy them.”
2-“I don’t think sex sells as much as it attracts people’s
attention to try it. Sex gets interest to get consumers to
look at products.”
3-“Sex catches people’s attention, so they take a look at
the product. Using sex to sell sends a ton of wrong
messages to people. Everyone thinks sex, hot guys,
and pretty women are what’s important.”
4-“For most of the ads, I had no idea what they were
selling. Even looking closer I still don’t understand
they are trying to sell.”
Products with highest income
from their ad campaigns
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Health and Hygiene Products
Beauty Products
Drug & Medication Products
Alcohol
Entertainment
Trends of Sex Advertising
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Female Models
Male Models
Couples
Sexual Situations
Physical contact between models
Lack of Clothing
Reichert Study
• Analysis of 3,232 ads published between
1983 & 2003
• Ads were published in 6 magazines:
Cosmopolitan, Redbook, Esquire, Playboy,
Newsweek, & Time
• 15% of ads used sex to sell products in 1983
• Percentage grew to 27% in 2003
Reichert Study (continued)
• Out of 18 Products the following were
the ones that used the most sexual
imagery :
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Health & Hygiene (36%)
Drugs & Medicine (29%)
Clothing (27%)
Travel (23%)
Entertainment (21%)
My Findings
• According to my study and my research, I have
found that men tend to respond to ads with
sexual content more than women.
• I have also found that ads using sex to sell their
products can be found in both men’s and
women’s magazines.
• I have learned that using sex to sell a product is
a good marketing strategy, if it is used for the
right products and in the right context.
References
• http://news.uga.edu/releases/article/ma
gazine-trends-study-finds-increasein-advertisements-using-sex/
• Our Sexuality by Robert Crooks &
Karla Baur