Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?

Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customers attention. Its human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guys attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.

However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled XXX Wet, Hot Summer Fun. On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&Fs advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombies products and to take a stand against the companys marketing strategies. Although sexy images in catalogs are not at all uncommon, XXX Wet, Hot Summer Fun featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.

Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumers attention, doesnt really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the cheap shot, which may negatively affect a brands image.

To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the Its All About the Beer campaign. One spot, called The Premature Pour, shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, Provocative is a very good place to be, as long as were not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero.

Sex sells, yes, but only when used in good taste. As marketers we must think not only in getting customers attention for the short term, but also in building a brand reputation that will yield long-term results.

Mark Levit is managing partner of Partners & Levit Advertising and a professor of marketing at New York University. Partners & Levit's clients include Procter & Gamble, UnitedHealth Group, and GE Commercial Finance. For more information call 212-696-1200 or visit http://www.partnerslevit.com.

Cute Tattoo Designs for Women and Where to Get the Best Ones

The whole field of tattoos for women is growing at a tremendous rate. If you think back even 20 years ago tattoos for women were not all that popular and most of the women getting them were keeping them covered up. However times have definitely changed and tattoo designs have really advanced at a tremendous rate. Today's tattoo have more brilliant colors and are a far cry from your grandfathers Hawaiian girl tattoo on his forearm.

It used to be that women would get an occasional rose or name tattoos on their breast or some well hidden spot. However with current fashion trends there are tons of cute tattoo designs for women out there are women are now getting tattoos at an amazing rate.

Women's tattoo designs and placement have also changed with this new growth. No longer are women getting simple tattoos that they keep well hidden. Women are now getting cute tattoo designs done and placing them in more visible places.

Some of the most popular items to get tattoos of are:

1. Shooting Star Tattoos
2. Butterfly Tattoos
3. Unicorn Tattoos
4. Angel Tattoos
5. Fairy Tattoos
6. Dragonfly tattoos
7. Flower design tattoos

The most popular places for women to get tattoos done are:

1. lower back tattoo (especially popular recently with the whole hip hugger jeans)

2. ankle tattoos

3. front side of the hips (again hip hugger jeans have made this more popular)

4. butt cheek left or right

5. Belly button area

Another thing that this trend of women getting tattoos is that women often seek out custom tattoo designs. They don't go to the local parlor and just by a tattoo flash design that is on display there. Women seem to spend a great deal more time contemplating the tattoos that they want done and tend to have more requirements about what they want. Therefore women tend to get custom tattoo designs. This allows them to get the exact look and feel they want and a custom designed tattoo is also fit to the location on the persons body so that it fits well.

Chris is an avid tattoo enthusiast, as well as an observer and writer of the tattoo scene. He has run numerous tattoo related website business in the past. However, now he provides great tattoo information in the form of articles and web pages for everyone to enjoy free. Check out this page for more on tattoo sleeve designs, or here for awesome Free Star Tattoo Designs.

Dental - Why We Hate Dentists

Going to the dentist is probably one of the most hated experiences by most people. And the worst part about going to a dentist is that you start going at a very young age, pretty much as soon as you get your first teeth. There's no point in your life, really, where you can remember not being tortured by that man with the sharp instrument, poking it into your mouth and ripping your teeth apart with it. Okay, it's not quite that bad, but it's certainly not a pleasant experience. The truth is, very little about a dentist visit is pleasant.

For starters, there's that stupid sheet that he wraps around our neck. If he made it any tighter he'd probably cut off our air supply. Sure, he does this so we don't drool all over ourselves, but the least he can do it loosen it just a little. It's not bad enough that the dentist chair itself with that neck brace is so uncomfortable. Talk about leaving the dentist's office with a stiff neck.

Then comes the x-rays. Now let's face it, this can't be the safest thing in the world. I mean he puts this lead covering over our chest and then leaves the room when he puts on the x-ray machine. And that's not even the uncomfortable part. The worst part of the x-rays is when he takes the film, which is twice the size of our mouth to begin with and he then attempts to jam it into one corner of our mouth while attached to these metal tongs that are heavier than a box of screwdrivers. And we're supposed to hold that thing in our mouth without holding it with our hands? Is he on drugs? And then, we have to go through about 4 of these things, 8 when he has to do a full set every 4 or 6 years.

Then after the x-rays, he sticks that thing in our mouth that sucks up the saliva. Feels like we're having our insides sucked out of us. And then, if that's not bad enough, while he's got that thing in our mouth and digging at our teeth with the metal hook, he begins to ask us things like, "So, have you done any fishing lately?" What does he possibly expect to get out of us when we've got all that garbage in our mouth? But like idiots we try to answer him and end up drooling down our chin. The little bib doesn't help very much.

Then after he's done digging at our teeth for a while and we rinse all this blood out of our mouth, (that can't be good) the next thing he does is brush our teeth with this stuff that could take the chrome off a car bumper. The goal is to clean our teeth, not remove them completely.

And then, after it's all over, he hands us this bill for $118. All he did was take a few x-rays, pick at our teeth and brush them and we get hit with a bill that's 5 times what it would cost us to get an oil change for our car.

And dentists wonder why we hate going there.

Michael Russell

Your Independent guide to Computer Memory