August 25th, 2005 by Bob Bly
Does sex sell?
Or does sex in advertising have the opposite effect, distracting the consumer from the product?
As reported in NewScientist (8/20/05, p. 6), a new study from Vanderbilt University suggests the latter.
The study found that erotic images stop us from registering and remembering things we see immediately afterward ? for up to 800 milliseconds.
That means when a viewer sees a bikini model in a TV commercial splashing in the surf, he is too distracted to remember the brand of the beer she pulls out of the cooler and holds up to the camera a second later.
What?s your experience? Does sex in advertising really SELL? Or does it just get attention, without making the cash register ring and generating a positive ROI?
This entry was posted on Thursday, August 25th, 2005 at 3:26 pm and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.