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FINALLY: Researchers reveal that sex does not sell

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Commercials that features sex and violence is not as effective afterall

Maybe sex doesn't sell after all. This is what studies reveal in a recent academic journal released by the Psychological Bulletin.

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Highlights

By Linky C. (NEWS CONSORTIUM)
Catholic Online (https://www.catholic.org)
8/20/2015 (7 years ago)

Published in Business & Economics

Keywords: Advertising, media, sex and violence

MUNTINLUPA CITY, PHILIPPINES (Catholic Online) - Violence and sex in commercials does not appear to sell anymore. Compared to themes and content that are neutral, sex and violence oriented commercials sell less.


A study published by the academic journal Psychological Bulletin reports that violent and sexual television programming and advertisements impair the viewer's memory. These types of themed videos and media divert the viewer's attention from the product being advertised. This is what Brad Bushman explained, as the co-author of the study. Bushman is a professor of communication and psychology at Ohio State University.

The results were based on the analysis of 53 previous experiments.

"Results were similar when ads themselves contained sexual or violent content," Bushman added. "It never helps to have violence and sex in commercials. It either hurts, or has no effect at all."

The study further explained that the brands are advertised in violent contexts are often less remembered and are often less evaluated favorably by the buying market. The nonviolent media and advertisements deliver messages to the consumers vividly and clearly, making them a favorable option compared to the sexual and violent themed ones.

The study suggests that advertising with sexual content is detrimental and offers less or no success in marketing strategies.

Bushman previously examined prior experiments and research and didn't find a significant difference in how men and women reacted to the different types of advertising. However, a broader compilation of the study shows significant signs that violence and sex have a larger effect on male consumers.

The study is co-written by Robert B. Lull, a former Ohio State researcher who now works at the University of Pennsylvania's Annenberg Public Policy Center. He found that advertisers have already started to adapt the conclusions achieved from this study.

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