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By : REJI ISMAIL, Assistant Professor, FIMS
Industry : Advertising/PR/MR/Events Functional Area : Communication
Activity:  21 comments  1084 views  last activity : 07 06 2010 20:18:04 +0000
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Sexual content in advertising is used as a tool to gain the audience’s attention by evoking an emotional response. There are 5 dimensions of sexy ads such as functional, fantasy, symbolism, inappropriate and gender orientation which help to determine whether the sexual content is appropriate for the brand and product type. Sexual appeals come in the form of a visual element i.e. print ad, verbal element i.e. radio ad or in some cases both i.e. TV ads. Sexual attractiveness, sexual behaviour and sex esteem are the most common types of sexual content that is used in advertisements today. Ads can contain either one of the appeals or all, which depend on the product and media type because the ad has to match-up to the product.

 

Although women’s magazines use all appeals, sexual behaviour and esteem are most commonly used whereas with men’s magazines they prefer sexual behaviour appeals than any other appeal. Another important role for sex appeal in advertising is to persuade consumers. Sexual appeals are mainly used for low involvement products such as clothing; alcohol; beauty products etc. Their ads have peripheral cues that are relied on to motivate consumers to purchase the product. A study was conducted to determine what consumers find sexual in advertising, 66% felt the physical features of the model was sexual while 39% believed that it was the sexual behaviour. Between genders, men preferred sexual ads that contain only female models whereas their female counterparts preferred to see heterosexual couples. According to a content analysis studies, results showed that the sexual ads were more appealing and had a higher recognition than non-sexual ads of the same advertising campaign.

 

 Between media type such as magazine and TV, magazines were more favourable for sexual content. In a study to determine which type of magazine is more likely to contain sexual ads, 55% of ads in women’s magazines were sexual therefore sexual ads are more likely to appear in women’s magazine than any other type. In every country there are regulations and standards that sexual content ads have to meet due to the fact the each country portrays sexual content differently as a result of their culture. For example European countries are more open to sexual content whereas Asian countries are more conservative and prefer the less suggestiveness form of sexual appeal advertising. Therefore the big question that advertisers need to ask in regards to international sex appeal advertising is whether to standardise or customise the advertising according to each of countries because what may work for one may or may not necessarily work for the other.

 

REJI ISMAIL

 Top Comment : Deepali Gulati   | 12 29 2008 04:44:55 +0000
Today's generation is quite mature enough to understand there tacts and tricks. If a company is using these type of pictures or videos to attract the public. I think, its ok unless and until its censored.
 
21 comments on "SHOULD SEXUAL ADS BE ENCOURAGED?"
  Commented by  kota rajesh, M.A student, pgrrcde    | 11 07 2009 20:52:42 +0000
ads were encouraged but in  limited places the ads should not distrub athors
  Commented by  ranjan mittal, service team leader, Vodafone    | 11 06 2009 15:08:58 +0000
Good Article Reji...........
  Commented by  Aamir Faraz Khan, Bar Tender, ITC Hotels    | 11 06 2009 10:33:49 +0000
Sexual content may help a company to do its marketing upto an extent, but where it comes to sales, its the product which is gonna be in the deal.
as according to me, sexual content only does the branding part of any product.
And every company have the right to use upto a limit which is given by the govt. authorities.
I think we are in market people have their own strategies, what they use.
  Commented by  Ajay Ziz, Deputy Registrar, University of Jammu    | 11 05 2009 05:43:56 +0000
what is suggestive s*&? for one , can be just mechanised activity for the another ::

it depends what influences a pilot on his / her radar ::

nothing should divert the focus and lifes vision...
if the extraneous environment influences a person he/she is not worth it ::
  Commented by  srikanth k, Freelancer, Freelancer    | 11 05 2009 02:34:58 +0000
No. They dont require an encouragement.  By itself, sex has an inherent speed and a place in Human psyche.  What grows naturally should not be manured.  Encouraging it would lend it an extra strength which would make it a  'frankeinstein'.  Therefore it is best left alone, or if need be, curbed and controlled to be within reasonable limits
  Commented by  Santosh Kr. Madhup, Correspondent, Hindusthan Samachar    | 11 04 2009 09:57:40 +0000
Sexual ads encouraged or not, this is fully depend on the thought of people but no any question about it that impressive ads are help to selling products and very easy for content writers to create a sexual contant for impressive ads.
  Commented by  Rathin Deb, Resident Manager, Tower Infotech Ltd    | 11 04 2009 09:29:28 +0000
In Indian context time is not mature to encourage sexual advertisement
  Commented by  Ayyappa Prasad, Chief of Bureau/Editor in Chief, Southern Screen Publications    | 11 04 2009 08:31:13 +0000
Rating : +1 
Need not be encouraged or discouraged. We have seen ads like that of Airtel and productsthat dont use sex but power packed and luxury goods are using sex coz sexy women and men are identified with such products. They just sell a dream.It is a global phenomena.
  Commented by  Gandikota Subbrayudu, Sales Manager, ING Vysya Life Insurance    | 11 04 2009 07:23:57 +0000
NO. Sexual ads should not encouraged 
  Commented by  sreenivas pavan kumar, Legal Advisor, C.E.C    | 11 03 2009 16:50:44 +0000
good but even more reasoning should be given on the content
  Commented by  Chinmay Chakravarty, Deputy Director (News), Doordarshan News    | 11 03 2009 14:42:27 +0000
Rating : +1 
Sex is universal. It's a biological compulsion. My articles not at all about sex, but with the word 'sex' has the highest readers. Films with explicit sex are craved. 'Hot films' in a film festival  get packed auditoriums. Cricket is also now being dressed in sex attire. In India yes, people are religious and so they shy away from official discussion. But in private they relish it whenever the opportunity presents itself. Media is only taking natural advantage of this vantage point! In days of cut throat competition every form of media wants to be read viewed watched the maximum possible. Unless some genetic transformation happens to human bodies such cravings will continue. The question of encouraging or discouraging is just not in our power. Yes, we can still fight for banning porn films and porn sites in the internet. Again, in India, the pretension of 'maturity' could lead to strong protests against any form of censorship!
  Commented by  Ashutosh Kumar Sinha, CEO, Villgro Store    | 11 03 2009 12:06:27 +0000
Rating : -1 
Suggestive sex has been the most potent attraction (even more than actual sex) since human being started wearing clothes. One of the basic instinct, human race will always crave for it, and it is natural that we like to be liked and preferred as sexual partner. Advertising, performing arts, folk arts etc have been using sex or rather suggestion of sex to draw people.
Yes it does sell, but question that should it be promoted, is it ethical will always have debate and different cultures will differ significantly. For instance in India advertisements about condoms, sanitary napkins, bra, birth control pills, HIV etc etc are also embarrassing to watch with kids or with elders. Some of the channels (like F) or programmes we would like to watch alone but not with children. Question is do we have enough filters? Do we have a system of discretion? can we insulate children? Is there enough dialogue and openness on sex topics? 
Interestingly we all know what is vulgar and what is sensuous. Problem is that inappropriate sexual content is shown to titillate and we donot have any way to insulate. Can there be some kind of censorship and should there be some kind of limits. Yes we know we cannot promote everything that sells, yes there will be temptation for sellers and pressures from sellers in the name of profit and freedom of expression. ;Creativity;, and ;I donot think it is vulgar or offensive' are arguments with ulterior motives. Especially for country like India where social norms differ widely arguments are easy to give. We must have a proper code and everyone need to adhere to.it does not restrict creativity, but it provides a chance to be creative. And incidentally why so creative with sex only.
  Commented by  Ashutosh Thatte, Business Development, Netex    | 11 03 2009 11:09:50 +0000
Rating : +2 
Nice article Reji. I don't think Sexual - or for that matter any other type of ads - can really be ENCOURAGED. As they say 'necessicity is the mother of invention', it's just a phase in use of sexual content (exposure, symbolism, fantasy etc...) to entice the audience. So long as there is honesty, autonomy, privacy and transparency in marketing the product, I think the way it is adverstised should not be a problem.

In that case I feel ads that claim to have "Bio-boosters that kill 99.736 % bacteria" are more misinforming and worse that that of a deodorant that claims to attract female attention !
  Commented by  Maqsood Khan, Freelancer, Freelancer    | 11 03 2009 09:06:06 +0000
Rating : 0 
It is unfortunate that today we are watching sexual content and ads on media to gain public attention, reason is competition is marketing. We can't see such ads with family, our children are going wrong direction, one thing we are adopting west culture blindly which is horrible for our society.it should can damn and set a regulatory body on Media.
  Commented by  ghalib nomani, Marketing, Lerros Fashions    | 11 03 2009 06:31:47 +0000
Rating : +1 
Well... Each product requires diffrent portray of imagination. To invoke a perticular group and encourage them to buy those. I think we should stop being judgemental and lets companies and creative team to come-up with innovative ideas to hit on their target customers. As long as its not abusive and erotic, I think ads with little hint would work for market like India. I will defenitly appreciate if ads become more specific and relevant to the products. :)
  Commented by  Shaik Ashfaq, Executive sales sr, Arabian gulf cement co wll.    | 11 03 2009 05:22:35 +0000
yes i hope it should .
  Commented by  shambhu gopal swarnkar, Film Producer, sound n waves digital studio    | 11 02 2009 17:01:42 +0000
Rating : -1 
Every one like to see sexual things like pictures videos and what ever to seen possible but they all don't want to show all these to there childrens that's why people oppose,if people does not like sex should closed Khajurahon temple, they can add the condom,they can add the stay free they can add the other things is related to sex but after that oppose them .
  Commented by  Subrato Mukherjee, Branch Manager/Regional Manager, Amkette Analytics Ltd    | 03 09 2009 09:12:57 +0000
Rating : -1 
present generation is mature enough to understand?
  Commented by  Bellala Gopinatha Rao, Project Manager Promax Management Consultants    | 01 02 2009 14:36:41 +0000
Rating : +1 
Let's leave this on viewers, but I think there is proper regulatory.
  Commented by  Deepali Gulati, Sales/BD Manager, Nvish Solutions Pvt. Ltd    | 12 29 2008 04:44:55 +0000
Rating : +1 
Today's generation is quite mature enough to understand there tacts and tricks. If a company is using these type of pictures or videos to attract the public. I think, its ok unless and until its censored.
  Commented by  REJI ISMAIL, Assistant Professor, FIMS    | 12 27 2008 20:27:10 +0000
Rating : -1 
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