Do Hot Sexy Women Help to Sell Products?

by Mark Andrews Banned
72 replies
Question...

Hot sexy women do they help to sell more product?

What do you think?

Example... (UK TV ad)

Should've Gone to Specsavers - The Specs Effect



This advertisement was directed by multi award-winning director Daniel Kleinman (Rattling Stick) and written by Specsavers creatives Neil Brush and Simon Bougourd.


Mark Andrews
#daniel kleinman #hot #hot women #products #sell #sell products #sexy #sexy hot women #women
  • Profile picture of the author Exel
    Well, with so many commercials using that tactic, it wouldn't be hard to assume that it works exceptionally well.
    {{ DiscussionBoard.errors[6006445].message }}
  • Profile picture of the author Tjalling
    Haha yes of course it works. As the old saying goes: ''Sex sells''
    I think this isn't an eye opener for anyone.
    Signature
    {{ DiscussionBoard.errors[6006643].message }}
    • Profile picture of the author angiecolee
      LOL this reminds me of college. Tangentially related, but related nonetheless.

      I went to a women's college for the first two years and then transferred to a four-year institution. During those two years, we lived in obviously same-sex dorms, but we could have male visitors (contrary to popular belief, not all women who attend a girls-only school are lesbians). It got to the point that if a male entered the dorm building lobby, the women could smell him as far up as the third floor.

      One night, purely to be cruel, a friend and I wandered through the halls randomly spraying Axe body spray and had ourselves a good laugh at all the women coming out to see where the man was. They weren't in bikinis though, sorry to spoil the image fellas.
      Signature

      Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.

      {{ DiscussionBoard.errors[6006702].message }}
      • Profile picture of the author Cam Connor
        Originally Posted by angiecolee View Post


        One night, purely to be cruel, a friend and I wandered through the halls randomly spraying Axe body spray and had ourselves a good laugh at all the women coming out to see where the man was. They weren't in bikinis though, sorry to spoil the image fellas.
        LOL. That's just HILARIOUS! Now if you'll excuse me, I have to look up all-girls schools in my area...

        Anyways, that commercial was great to... I'm so sick and tired of those "girl-magnet" Axe deodorant commercials, so that was a nice play on those.


        Anyways, as the old adage goes, "Sex sells", so I'm going to have to say yes, it does have an effect. If an advertiser can associate the ability for a male to get more sex (or a female to get sex from strong "alpha" male partners), then people will go out to buy those products to try and get that effect themselves, sad but true...
        {{ DiscussionBoard.errors[6006902].message }}
        • Profile picture of the author Jason1234
          Originally Posted by Cam Connor View Post

          LOL. That's just HILARIOUS! Now if you'll excuse me, I have to look up all-girls schools in my area...

          Anyways, that commercial was great to... I'm so sick and tired of those "girl-magnet" Axe deodorant commercials, so that was a nice play on those.


          Anyways, as the old adage goes, "Sex sells", so I'm going to have to say yes, it does have an effect. If an advertiser can associate the ability for a male to get more sex (or a female to get sex from strong "alpha" male partners), then people will go out to buy those products to try and get that effect themselves, sad but true...
          Lol I'm getting married at the end of this year so no all girls schools for me darn..lol
          Signature
          {{ DiscussionBoard.errors[6021549].message }}
      • Profile picture of the author RnGWriter
        Of course it is effective...... if you want to create a brand out of the whole "hot ladies all over the world chase men who use this product" tactic. Even since Axe used it, it has caught on like wild fire.

        But don't u think that sex appeal has certain limitations as far as product categories are concerned? If u are targeting male audience by appealing to our ever-so dirty minds it kind of restricts the possibilities; you can't promote a book with sex appeal . Not with women running in bikinis anyway
        Signature

        Sign Up For AI BotNinja - A Messenger Chatbot Platform by ChatLeads

        {{ DiscussionBoard.errors[6006929].message }}
    • Profile picture of the author Mark Andrews
      Banned
      Perhaps for the ad above one or two of you might like to give everyone here your perspective of what psychological processes are at work within the TV ad above?

      Do you want to dissect it frame by frame? Explain to everyone how this ad works for a British audience?

      How do you think it works?

      What emotions is this ad working on?

      What are the emotional triggers?

      How is it achieving it's purpose?


      Mark Andrews
      {{ DiscussionBoard.errors[6007458].message }}
  • Thought I'd throw my 2 cents in.


    Imo, it probably DOES sell, just not for me. I don't look at Lynx(or axe, for americans) or Specsavers and think "damnn, that pair of glasses or body spray is gonna have hundreds of women stripping down for me."

    I think a subtler approach would work better, if you ask me. Or something more realistic.


    But hey, that's just me. I'm sure the reason they're using it is because it DOES work.



    Ben.
    Signature
    50% converting squeeze pages, 12% converting WSO's, and more...
    BenPalmerWilson Copywriting
    {{ DiscussionBoard.errors[6007251].message }}
  • Profile picture of the author Mark Pescetti
    Sex sells...

    ...But only when used correctly, in a market that's receptive.

    Last year, I did a marketing campaign for a neighborhood bar in San Francisco to help them regain their previous prominence.

    We created characters out of the extremely loyal and sexy female bartenders...

    ...and colored the bar as a place with the overt reputation for singles to hook up.

    Of course...

    In reality, this was no more a place to hook up than any other bar.

    But the campaign worked and jacked up their daily takes over 30% during the course of spreading the new message.

    The campaign got people talking, putting up more Yelp reviews, engaging in their Facebook page... and now they're continuing to use these tactics to grow their clientele even more.

    The combination of selling the sexiness of the bartenders and the not-so-subtle hints that if you want to hook up, this is the place to come reached a lot of people... men AND women!

    So yes, sexy women (and the hope of them) do sell.

    But again...

    It depends upon the market!

    Mark Pescetti
    {{ DiscussionBoard.errors[6007276].message }}
  • Profile picture of the author RedSealCanada
    In my experience, using sex to sell does not work. Using pretty does though. My site uses pretty to sell products, and that works great. I doubt that all consumers are so easily swayed by sex. It is over-used and it's a tacky way to sell.
    {{ DiscussionBoard.errors[6007278].message }}
    • Profile picture of the author Mr. Subtle
      Originally Posted by RedSealCanada View Post

      In my experience, using sex to sell does not work. My site uses pretty to sell products, and that works great. It is over-used and it's a tacky way to sell.
      You have a chocolate website... here's a quick makeover using sex...



      Anyone have a hankering for err ... chocolate?

      (NOTE: The poster asked me to remove his "before" in my makeover so if you'd like to see it then click on his signature.)
      Signature

      {{ DiscussionBoard.errors[6007684].message }}
      • Profile picture of the author Cam Connor
        Originally Posted by Mr. Subtle View Post




        (NOTE: The poster asked me to remove his "before" in my makeover so if you'd like to see it then click on his signature.)
        I would to. How can his before compare with THAT?
        {{ DiscussionBoard.errors[6008382].message }}
      • Profile picture of the author JakeDaly
        Originally Posted by Mr. Subtle View Post

        Where's the nipple?! I so should be seeing her left nipple right now, and yet.. I don't see her left nipple at all.
        {{ DiscussionBoard.errors[6008389].message }}
      • Profile picture of the author M Thompson
        I usually look a bit like that after eating Spagetti bolognaise



        Originally Posted by Mr. Subtle View Post

        You have a chocolate website... here's a quick makeover using sex...



        Anyone have a hankering for err ... chocolate?

        (NOTE: The poster asked me to remove his "before" in my makeover so if you'd like to see it then click on his signature.)
        Signature


        If you are serious about online marketing come and Join our free community The Foundation
        {{ DiscussionBoard.errors[6020795].message }}
  • Profile picture of the author ASCW
    Mr. Subtle can you verify that she's European?

    Signature

    Site being revamped.

    If you want help with copy stuff, pm me.

    Cool.

    {{ DiscussionBoard.errors[6007696].message }}
  • Profile picture of the author wackiin
    Of course it does you never see a fat person on a weight loss comm
    Whens the last time some fugly chick was on tv
    {{ DiscussionBoard.errors[6007727].message }}
  • Profile picture of the author Mark Andrews
    Banned
    Originally Posted by Mark Andrews View Post

    Perhaps for the ad above one or two of you might like to give everyone here your perspective of what psychological processes are at work within the TV ad above?

    Do you want to dissect it frame by frame? Explain to everyone how this ad works for a British audience?

    How do you think it works?

    What emotions is this ad working on?

    What are the emotional triggers?

    How is it achieving it's purpose?


    Mark Andrews

    The opening scene...



    From out of the primeval forest a scantily clad lass (who just happens to be absolutely drop dead bloody gorgeous) sniffs the air expectantly.

    Quickly joined by hundreds of other hot sexy chicks in the first 15 seconds.

    What are they doing?

    What has captured their collective imagination?

    What is causing this collection of gorgeous hot women to run out of the forest from all directions, down the cliff, on to the beach some of them clasping their designer bags?

    All almost 'undressed' in different coloured bikinis? (The appeal of/to the subconscious tribal instinct).

    15-23 seconds in...

    They're prepared to do whatever it takes.

    They're prepared to overcome any obstacle to get their hands on what they want and desire so much. (Hence the shots of the jungle, the red high heels and the puddle eek).

    The offer (whatever it is) is irresistible.

    They just have to take action to get to the source.

    They want it right now.

    They want to 'buy into' the offer.

    The lure is driving them collectively crazy with emotional desire.

    30 seconds in...

    On the beach stands this geekish looking chap. Not the most handsome guy in the world.

    They don't care. He just smells SO good.

    And he's spraying himself with Lynx which is acting as a very powerful pheromone. He's got magnetic attraction. Has them all swooning at his feet.

    He looks up through blurred vision to see to his astonishment hundreds of the hottest most gorgeous chicks running towards him. He's the star attraction.

    Puts his glasses on to correct his vision.

    To believe what he thinks he's seeing. ("I am a sexy beast... Wowww - OH YES!"

    Unfortunately, without his specs on he chose the most hideous pair of red glasses possible from the competition... hence the tagline... Should've Gone to Specsavers.

    If he'd only gone to Specsavers all his dreams would have come true.

    The girls turn their backs on him looking very highly disappointed.

    The day would have been saved if he'd gone to Specsavers because their designer glasses are the hottest, coolest designs available at a great price especially with a 2 for 1 special offer at £99.

    The advertisement is a parody of another companies tv advert (Lynx) and works on many different levels for the intended audience.

    That's my paraphrased take on it.

    What's yours?


    Mark Andrews
    {{ DiscussionBoard.errors[6010014].message }}
    • Profile picture of the author Wants
      Originally Posted by Mark Andrews View Post

      [B]
      All almost 'undressed' in different coloured bikinis? (The appeal of/to the subconscious tribal instinct).
      In addition to this:

      This commercial is not about sex, it is about strcuture and play with expectations. The transfer of sexy-ness to the product will not succeed for 2 reasons

      1st), it's a relatively direct approach: either do erotic in a subtle way or make porn...

      2st), the guy is ugly, what can glasses do about it?

      Plus: This spot promotes AXE instead of glasses, because it is indirect for AXE...
      {{ DiscussionBoard.errors[6091540].message }}
  • Profile picture of the author MM80
    Hey mark I would think sex or sexy sells always good! Look for example at all the nice ufc girls they are all beautiful and you'll never see a fat woman there (but it would be really funny).
    {{ DiscussionBoard.errors[6010512].message }}
  • Profile picture of the author hilarious89
    Sometime it can make a blast but not all the times. Basically that depends on product. Say for example you are selling holy books then using sexy women will decrease your sell.
    Signature
    My Archive :- A blog where you will get everything updated !
    Get Walkthrough Videos of Newly Released Games from Entertainment Discuss!!
    {{ DiscussionBoard.errors[6010540].message }}
    • Profile picture of the author Mr. Subtle
      Originally Posted by hilarious89 View Post

      Sometime it can make a blast but not all the times. Basically that depends on product. Say for example you are selling holy books then using sexy women will decrease your sell.
      Hmmmm... maybe not... depends who you are targeting:

      (WARNING: DO NOT CLICK ON THE LINK BELOW if making light of religion offends you. I do not want to offend anyone here since it's a touchy subject for many and that's why I dropped the image into one of my websites.)

      CLICK HERE: Remember you have been warned

      .
      Signature

      {{ DiscussionBoard.errors[6022000].message }}
  • Profile picture of the author RedShifted
    Sex appeals to our weakest, most innate desires and that emotional affect can sometimes get transfered onto the product.

    I think the more intellectually stimulating the product the less that sex can sell it because logic and emotions generally do not mix that well.
    {{ DiscussionBoard.errors[6017648].message }}
  • Profile picture of the author CoolDiamond
    Such ads definitely draw males' attention which can eventually lead to buying a product. Using this tactic one does not have to invent a lot of creative things, and all one has to do is to simply make a use of natural human instincts. Cheap but efficient.
    {{ DiscussionBoard.errors[6020278].message }}
  • Profile picture of the author msu
    I think gets attention (otherwise why are we all here looking at this thread ) but it only works as a sales tactic if the rest of the offer or promotion is coherent.
    Signature
    New to WordPress? Save time with my beginner's guide:
    WordPress Step-by-Step
    (for Kindle & Kindle Apps)

    I'm a top-notch WordPress developer: hire me
    {{ DiscussionBoard.errors[6020770].message }}
  • Profile picture of the author Jason1234
    This is a really fascinating discussion. I am a former psychology major so these kinds of topic rock!
    Signature
    {{ DiscussionBoard.errors[6021599].message }}
  • Profile picture of the author mjs
    Well 1.6 million youTube viewers cant be wrong!

    The ad is a parody of Lynx ads and they are targeted at men obviously. I'm not sure how spec savers female audience would feel about this ad it seems a bit risky to potentially offend a large % of your customer base.

    That being said it works for me but i'm a bloke...
    {{ DiscussionBoard.errors[6021834].message }}
  • Profile picture of the author ericbryant
    Latest stats show that the most popular clickable ad image with men is women showing cleavage. Know what the most-clicked ad image is for women? Same thing! Real world test results, millions of clicks analyzed. I find that hilarious!
    Signature
    www.CoreZero.com
    - Social Media Marketing Strategy & Consulting

    - Custom Wordpress Website Design & Blogs

    - Wordpress Speed Demon? Click Here!

    - Live the life you love... now!
    {{ DiscussionBoard.errors[6021862].message }}
  • Profile picture of the author danielpoint
    Sex helps with the sales process but if its funny its even better...
    {{ DiscussionBoard.errors[6024251].message }}
  • Profile picture of the author loi77
    Definitely, you can see it everywhere and it is here to stay. Where do they find so many beautiful women anyway LOL

    Another ingredient is humor .

    I love Specsavers ads; sexy and humorous........:-)

    It is a fact that a banner which shows a beautiful blonde woman wearing glasses with big busts get more clicks.
    Signature

    {{ DiscussionBoard.errors[6037264].message }}
  • Profile picture of the author sundown16
    it's worked since the beginning of time
    in fact... they used this tactic in cavemen commercials
    {{ DiscussionBoard.errors[6042936].message }}
  • Profile picture of the author l@ttemonarck
    It do. It can help sell though.. not just sexy but also pretty/beautiful and has the sense of initiative about the product it selling
    {{ DiscussionBoard.errors[6042955].message }}
  • Profile picture of the author macker2298
    ehh yeah, it applies to male and female consumers...pretty, sexy, attractive women sell products
    {{ DiscussionBoard.errors[6043056].message }}
  • Profile picture of the author robyun
    Everyone knows that sex sells but it really depends on the niche and, more important, on your target. If you target men be sure that hot and sexy women will help you convert offers like there's no tomorrow. Speaking from experience ...
    {{ DiscussionBoard.errors[6043213].message }}
  • Profile picture of the author WittyBlogger
    Oh sure they do....

    And I bet the reverse works subconsciously on women as well. (No matter how much they'd deny it to their graves...)

    :rolleyes:

    -WittyBlogger
    Signature
    7-figure entrepreneurs aren't made overnight. You can make money online with a full time income through blogging and making words crackle with energy. ;)
    {{ DiscussionBoard.errors[6045928].message }}
  • .... I'll go ahead and say yes. I love the sight of a sexy woman.
    {{ DiscussionBoard.errors[6048972].message }}
    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by Tjalling View Post

      Haha yes of course it works. As the old saying goes: ''Sex sells''
      I think this isn't an eye opener for anyone.
      Originally Posted by MM80 View Post

      Hey mark I would think sex or sexy sells always good! Look for example at all the nice ufc girls they are all beautiful and you'll never see a fat woman there (but it would be really funny).
      Originally Posted by hilarious89 View Post

      Sometime it can make a blast but not all the times. Basically that depends on product. Say for example you are selling holy books then using sexy women will decrease your sell.
      Originally Posted by msu View Post

      I think gets attention (otherwise why are we all here looking at this thread ) but it only works as a sales tactic if the rest of the offer or promotion is coherent.
      Originally Posted by Jason1234 View Post

      This is a really fascinating discussion. I am a former psychology major so these kinds of topic rock!
      Originally Posted by Rally Writer View Post

      Hi Mark,

      If the target sales are men, then that video will work definitely.
      I will buy it...hoping for women to running towards you every day.
      Originally Posted by danielpoint View Post

      Sex helps with the sales process but if its funny its even better...
      Originally Posted by sundown16 View Post

      it's worked since the beginning of time
      in fact... they used this tactic in cavemen commercials
      Originally Posted by l@ttemonarck View Post

      It do. It can help sell though.. not just sexy but also pretty/beautiful and has the sense of initiative about the product it selling
      Originally Posted by macker2298 View Post

      ehh yeah, it applies to male and female consumers...pretty, sexy, attractive women sell products
      Originally Posted by robyun View Post

      Everyone knows that sex sells but it really depends on the niche and, more important, on your target. If you target men be sure that hot and sexy women will help you convert offers like there's no tomorrow. Speaking from experience ...
      Originally Posted by WittyBlogger View Post

      Oh sure they do....

      And I bet the reverse works subconsciously on women as well. (No matter how much they'd deny it to their graves...)

      :rolleyes:

      -WittyBlogger
      Originally Posted by TheDominatrixofCopy View Post

      .... I'll go ahead and say yes. I love the sight of a sexy woman.

      Okay all you newbies / spam bloggers... rather than just jumping in without reading the thread in context - how about you actually cite the psychological reasons why this is the case in the above scenario?

      Only none of you are adding any value to this thread just saying, 'yes they do ugger ugger ug ug' all the time.

      Why not actually provide a breakdown on the reasons why the above Specsavers TV advert works, for example frame by frame, or choose another commercial and similarly cite this new one as an example?

      We're looking for quality posts in this section of the forum not a stream of empty one liners saying nothing at all.


      Mark Andrews
      {{ DiscussionBoard.errors[6049468].message }}
      • Profile picture of the author RedShifted
        Originally Posted by Mark Andrews View Post

        Okay all you newbies / spam bloggers... rather than just jumping in without reading the thread in context - how about you actually cite the psychological reasons why this is the case in the above scenario?
        You are very rude and arrogant, how about YOU "cite the psychological reasons" because nobody else seems to be as concerned about this topic as yourself.

        You profess to be some type of perfectionist philanthropist copywriter too but you don't even know the most basic reasons of why sex sells?

        Here is this valuable enough for you?

        BECAUSE MEN LIKE TO $*#K WOMEN!

        Its already been said and implied in various different ways in this thread. I'm honestly not even sure what you're looking for but you continue to insult people and post inflammatory garbage.

        Here is one more thing. Your post was ASKING for help. It was like 4 sentences long. Then when newbies posted in a noncommited way, you got mad and tried to insult them for helping you.

        Citing "why don't you give me some psychological reasons"?

        Heres a really good reason why. BECAUSE YOU DIDN'T ASK. That to me, just mutiplies your arrogance x10.

        Get off your high horse and learn to be polite to people, then MAYBE you might get the types of responses you're looking for.

        "I groan in despair". What a joke!
        LEAVE THE FORUM! If you are that dissappointed, but you're still here posting, well then you're just giving the people the impression that you're a whiner and complainer.

        Kinda like this thread where you asked for one thing, than got mad when you didn't recieve another. If anyone needs to work on their posting manners suprise suprise, its you buddy.
        {{ DiscussionBoard.errors[6057990].message }}
        • Profile picture of the author Mark Andrews
          Banned
          Originally Posted by RedShifted View Post

          You are very rude and arrogant, how about YOU "cite the psychological reasons" because nobody else seems to be as concerned about this topic as yourself.

          You profess to be some type of perfectionist philanthropist copywriter too but you don't even know the most basic reasons of why sex sells?

          Here is this valuable enough for you?

          BECAUSE MEN LIKE TO $*#K WOMEN!

          Its already been said and implied in various different ways in this thread. I'm honestly not even sure what you're looking for but you continue to insult people and post inflammatory garbage.

          Here is one more thing. Your post was ASKING for help. It was like 4 sentences long. Then when newbies posted in a noncommited way, you got mad and tried to insult them for helping you.

          Citing "why don't you give me some psychological reasons"?

          Heres a really good reason why. BECAUSE YOU DIDN'T ASK. That to me, just mutiplies your arrogance x10.

          Get off your high horse and learn to be polite to people, then MAYBE you might get the types of responses you're looking for.

          "I groan in despair". What a joke!
          LEAVE THE FORUM! If you are that dissappointed, but you're still here posting, well then you're just giving the people the impression that you're a whiner and complainer.

          Kinda like this thread where you asked for one thing, than got mad when you didn't recieve another. If anyone needs to work on their posting manners suprise suprise, its you buddy.
          Oh blimey here we go again, good grief.

          I wasn't asking for help ya great herbert, why on earth would I of all people be asking for help on this the most basic of copywriting / marketing / advertising fundamentals?

          Did you not notice the psychological breakdown provided above? Did it just somehow escape your notice, pass you by somehow?

          I posted this up to help other newbies here to learn something. I wasn't asking for help for myself.

          Why would I as a copywriting teacher, currently writing out a new copywriting course be asking newbies of all people for their help with a subject I know exceedingly well?

          I mean here I am, referred to as a top copywriter by many, recognised as such as demonstrated by other professional copywriters comments as per my signature link below...

          (copywriters who turn to me now and again to write copy for their clients or providing material on the subject for their own copywriting blogs)

          ...I've been in the game for a long time, I teach the subject and provide training to new copywriters just entering the industry and you think, you think - I'm a bloody newbie.

          Good grief. :rolleyes:

          I take it you haven't seen this before...

          Originally Posted by RickDuris View Post

          There are a number of quality copywriters on this forum who mentor others, including in no particular order Ray Edwards, Malcolm Lambe, Mike Humphreys, Vin Montello, Marcia Yudkin, Paul Hancox and Mark Andrews. You might consider approaching them.

          2) David Garfinkel & Brian Mcleod are conducting a pretty intimate copywriting training event May 5th & 6th in San Francisco.

          - Rick Duris
          Streuth, this place, newbies, they're really something else sometimes. Yes you. Take the blinkers off. I don't know whether you're as blind as a bat RedShifted or what it is which invoked your comments above but truth be told they're so... - oh my giddy aunt, my sense of humour is getting the better of me - I despair, for once, I'm just truly lost for words...

          ...can't be bothered to explain. I'm just shaking my head in disbelief.

          I think I might just contact David Garfinkel's secretary again, she just emailed me - please do excuse me.


          Mark Andrews
          {{ DiscussionBoard.errors[6058065].message }}
  • Profile picture of the author Beno27
    Helps if it's relevant, and I'm sure most would like to think not but I'm also sure history will tell you that sexy women do indeed help sell products.
    {{ DiscussionBoard.errors[6055061].message }}
  • Profile picture of the author gynbeck
    Ultimately, it is effective, it is right and it is just! Life and sexuality are a twin flame – they don’t burn separately. The female form is a wonder to behold, and a blessing to be honored. In my humble opinion, I would submit that “The Feminine” sells – not sex (or not so dang much).
    Signature
    The Magic Realist Speaks With Balls of the Heart! Visit themagicrealist.com
    {{ DiscussionBoard.errors[6082792].message }}
  • Profile picture of the author Giuseppina
    I know I do

    Sexy women will always sell in any market. Sexy men sell to though!
    {{ DiscussionBoard.errors[6083658].message }}
    • Profile picture of the author SEOexpertSEO
      "Sex sells" is a common expression. Godaddy is a prime example of this. If you have a boring product or service, consider spicing it up.
      Signature

      I've helped 1723 businesses get more customers. If you want to be successful at your local, national, or international business visit http://bluesearchmarketing.com

      {{ DiscussionBoard.errors[6083691].message }}
  • Profile picture of the author Zeplix
    I haven't read all the posts here, so this might already have been said, but:

    Read the book "Buyology" (yes, that's spelled correctly), written by one of the worlds most recognized people in branding and marketing, it actually has a part dedicated to this question. The short answer? No, sex doesn't sell. The long(er) answer? It has its ups and downs, but in the big picture, no, sex doesn't sell.

    Obviously we're not talking about selling porn here... then yes, sex sells. But using it for advertising a product, overall, no, sex doesn't sell. Of course there are exceptions, as with everything, for instance mirror neurons (not sure I'm translating that correctly from Danish, nonetheless it's the instinct action of the brain to copy what it likes) can play a role here, but again, in the big picture, no, sex doesn't sell.
    {{ DiscussionBoard.errors[6092376].message }}
  • Profile picture of the author bchez
    Sex will attract attention, but does the consumer remember the actual item being sold afterwards? In a lot of the Marketing Research I have been involved in, the answer was more often than not, no. People can remember the commercial, and the girls/guys in the commercial, and can often name what kind of product it was, but did not remember the actual specific product or brand - it was an even lower rate for new products, or brands that did not traditionally use sex in commercials.

    In some email advertising tests we did, our sexy lady emails had the least clickthroughs/ lowest conversion, and highest unsub rates of any campaign. And the customers were male, hunters, gun owners etc.

    Its just a hunch, but I think the Go Daddy commercials work, not because they are sexy, but because the original ones were so blatantly over the top, people had to know who the heck would do that. More shock value than sex. Then it became their schtick. At the same time, we have to remember that the Go Daddy ads are polarizing as well. So, using them as a case study for sex sells may not be the best example.

    Now, in the instance of videos that are created only for the sole purpose of going viral, sex is probably a great idea.
    Signature

    My website - nothing to sell related to IM - but if you like style and fashion, come play. :)
    www.styleclarity.com

    {{ DiscussionBoard.errors[6093199].message }}
  • Profile picture of the author Big Rob
    Look, Psychology geek or Copywriter I am not. I am a consumer ,though.

    The ad would not influence me to buy specsavers or freaking Axe or anything else that matter, unless it was an ad on how to hook up wit a hundred chicks on the beach.

    Party!

    What it would do,is get me to show my central florida redneck friends the video, and probably would influence THEIR buying decisions. Yup. Sure nuff.
    Sub consciously at the least. Here's how the conversation would go:

    "Hey,Man, Didja see dat dare video where dares a thousand chicks running down the beach wit there titties floppin? It's for some British glasses or axe or sum'in."
    And out comes the smart phone (yess, we have smart phones) and Bubba goes " DAAAANNGGG! Lookit dem titties, send me the link" and off it goes.

    mission accomplished
    {{ DiscussionBoard.errors[6097050].message }}
    • Profile picture of the author Mark Andrews
      Banned
      What a few of you are missing which isn't your fault is the storyline of these TV ads by in this instance Specsavers - a national UK chain with stores in almost every city and town center right across the country.

      This isn't just one TV advertisement, Specsavers have run a whole series of ads using various storylines to convey the tagline benefit... Should've Gone to Specsavers.

      It's not to be viewed as a one off advertisement.

      So now that we've flogged Specsavers to death, how about we steer this discussion back to it's original purpose?...

      Can any of you find any other excellent examples of TV ads where hot sexy women have been used to very successfully promote or sell a product?

      Also, if you could provide an indepth opinion on why you think the psychology is working in this particular instance - this would be greatly beneficial.

      We're not talking 'sex' here either. There's a difference between using hot sexy women to shift product and blatant orgasmic sex which one or two of you seem to be getting a little mixed up about in your testosterone fuelled minds.


      Mark Andrews
      {{ DiscussionBoard.errors[6097584].message }}
      • Profile picture of the author Mark Andrews
        Banned
        Originally Posted by Mark Andrews View Post

        So now that we've flogged Specsavers to death, how about we steer this discussion back to it's original purpose?...

        Can any of you find any other excellent examples of TV ads where hot sexy women have been used to very successfully promote or sell a product?

        Also, if you could provide an indepth opinion on why you think the psychology is working in this particular instance - this would be greatly beneficial.

        We're not talking 'sex' here either. There's a difference between using hot sexy women to shift product and blatant orgasmic sex which one or two of you seem to be getting a little mixed up about in your testosterone fuelled minds.
        No examples forthcoming from all the newbies on this forum?

        Come on guys, let's steer this thread in the way it's intended.

        It's not helping simply confirming what we already know.

        How about some more examples?

        After you.


        Mark Andrews
        {{ DiscussionBoard.errors[6125281].message }}
  • Profile picture of the author Intimidator
    I'm not sure if it helps to sell product, but it definitely makes people click on your link. Sometimes people just click on a video although the thumbnail and the title are not relevant at all.
    {{ DiscussionBoard.errors[6123700].message }}
    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by Intimidator View Post

      I'm not sure if it helps to sell product, but it definitely makes people click on your link. Sometimes people just click on a video although the thumbnail and the title are not relevant at all.
      Care to expand on your theory?


      Mark Andrews
      {{ DiscussionBoard.errors[6125137].message }}
    • Profile picture of the author Bill D.
      Originally Posted by Intimidator View Post

      I'm not sure if it helps to sell product...
      The Specsavers company probably isn't sure either. Why?...Because there is no response mechanism. How are they tracking results?

      This is just another masturbatory (pun intended) attempt to create "buzz". It's nice to look at as a viewer, but a horrible waste of money if you are the business owner. Pathetic.
      {{ DiscussionBoard.errors[6137847].message }}
  • Profile picture of the author TishaZaphirise
    It helps to attract customers. I already tested it before on my sites, and by using sexy women, it can get you higher ctr/conversion/sales. Rather than using other kind of picture.
    Signature
    .
    {{ DiscussionBoard.errors[6125158].message }}
  • Where are all the women to comment on this?
    I'll provide a woman's perspective then.
    Yes, sex sells, but I also agree with RedSealCanada that pretty also sells, and sometimes more effectively.
    You, Men, may be interested to know that most women, willingness to accept or acknowledge it aside, have in the very least, a bit of a lesbian tendency. It may be as innocent as noticing that the woman you just brought a bottle of milk from was very attractive, to the more active participation pashing complete strangers of the same sex on dark dance floors as an 'experiment', but there is no denying it, its there somewhere.
    We, women, appreciate a well put together, sex focused ad as much as the next guy. Add some humor and you have a winner. But the same goes for those that feature men.
    {{ DiscussionBoard.errors[6125459].message }}
    • Profile picture of the author Anna7
      Originally Posted by Brooke@wadeswrittenword View Post

      Where are all the women to comment on this?
      I'll provide a woman's perspective then.
      Yes, sex sells, but I also agree with RedSealCanada that pretty also sells, and sometimes more effectively.
      You, Men, may be interested to know that most women, willingness to accept or acknowledge it aside, have in the very least, a bit of a lesbian tendency. It may be as innocent as noticing that the woman you just brought a bottle of milk from was very attractive, to the more active participation pashing complete strangers of the same sex on dark dance floors as an 'experiment', but there is no denying it, its there somewhere.
      We, women, appreciate a well put together, sex focused ad as much as the next guy. Add some humor and you have a winner. But the same goes for those that feature men.
      As another woman, I actually agree with this. I'm not a lesbian, but I wont deny if I find another woman to be attractive. And yes, sexy does not just attract men, but sometimes also women.
      However, sexy should be used properly to sell. If the sexy overshadowed the product too much, then consumers wouldn't be convinced to buy the product, and they would be too focused to the sexy instead. I think that's why models aren't supposed to smile on the runway. So that you can see how well the clothes look good on them, but at the same time still see the clothes.
      {{ DiscussionBoard.errors[6125787].message }}
  • Profile picture of the author RobWriter
    Mark asked for a newbie's perspective, so here goes.

    I think that sex sells for the same reason that a big fat juicy cheeseburger sells, or a brand spanking new BMW sells.

    I think most people, and I include myself in this, suffer from a feeling of lack. Now, you can argue that that feeling is induced by advertising, and I won't argue with you too strenuously, but it is a powerful feeling nonetheless.

    So, you want the sexy lady because you don't have a sexy lady. You think "sexy lady drives Honda Civic, if I drive Honda Civic, me get sexy lady too." Or, perhaps more subtly than that, you think "A Honda Civic might make me feel less bad for not having a sexy lady."

    How does this relate to cheeseburgers or BMWs? You see the picture and you instantly feel the lack of whatever it is that is on the screen, so you are inclined to purchase whatever is associated with the picture because it will make you feel better, you hope.

    I think this might mean that the perfect ad would have a hot lady eating a cheeseburger in a BMW, selling insurance.

    For the ladies, I don't presume to speak for you, but I read that the difference between a man and a woman seeing a hot lady in an ad is the man thinks "I want that lady" and the woman thinks "I want to BE that lady."

    That's all I got. Thanks for a stimulating discussion. Er. Well you know what I mean.
    {{ DiscussionBoard.errors[6127895].message }}
  • Profile picture of the author scriberr
    [DELETED]
    {{ DiscussionBoard.errors[6128798].message }}
  • Profile picture of the author Ashera
    Oh dear, I venture into the copywriting forum... this is a foreign land to me and I hope I don't get ripped to absolute pieces. But after all these garbage one liners, I had to chime in. I by no means call myself a writer, nor a psychological analyst - but I do have a college education and a small bit of life experience, so I'll give it a go.

    First off, I'm not familiar with SpecSavers whatsoever, as I'm from the USA. In terms of how you described it, it reminds me of a similar company we have called "LensCrafters", basically chain of glasses stores that sell on the cheap.

    There advertisements are nothing like these - boring and generic - and in tune, that's how I see the company.

    So for a company who I feel is most successful using sexy ad campaigns- I will be discussing a chain of fast food burger joints here called "Carl's Jr." (Ironically enough they are now heavily promoting their salads, which is the ad I am going to be focusing on.)


    And I know you said we're not talking "orgasmic sex here" but this one was just too hard to not talk about.

    First, they have Kim Kardashian - who is a sex symbol, known for her assets. In the first second of the video that's what you see. She's curvy, wearing a robe-like risque outfit, and she then ventures into in the most sexual of all places - the bed.

    Eating with her hands - carnal instinct. Closeup of the female mouth - obviously a sexual innuendo here. Dripping juices from the apple - I mean come on, how sexual can you get here?

    But I'll admit, on the carnal level it does get me excited. So there doing something right.

    Also, I forgot to mention Carls Jr is known for not only their sexy ads but also for ads about, how do I put this, making a mess while eating?

    So why not, let's just finish the commercial with Kim in a bath... I mean, I'd probably buy the salad if I knew I got to share it with her in there.

    What strikes me as the most interesting is A. who wants a salad from a fast food joint? and B. it seems like such a male targeted ad, yet they're selling a salad, which is known as a more popular female food?

    Or perhaps - the commercial is intended for men in order to convince their female counterparts that Carl's Jr sells salads, so they could join them for a meal while they enjoy a juicy half pound burger, while pretending their female counterpart looks half as stunning as Kim.


    Did I do OK?
    Signature
    If you don't change direction, you'll end up where you're going.
    {{ DiscussionBoard.errors[6138242].message }}
    • Profile picture of the author Jonathan 2.0
      Originally Posted by Ashera View Post

      Did I do OK?
      Good enough. : )
      Signature
      "Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem and turned it into an opportunity."―Joseph Sugarman
      {{ DiscussionBoard.errors[6138402].message }}
  • Profile picture of the author p3durungan
    Originally Posted by Mark Andrews View Post

    Question...

    Hot sexy women do they help to sell more product?

    What do you think?

    Example... (UK TV ad)
    Mark Andrews
    not really, depend on the goods you were try to sell, targeted customer etc etc. But i think it will work quite good enough up to 80% succes rate
    {{ DiscussionBoard.errors[6138661].message }}
  • Profile picture of the author Ashera
    Summoning Mark Andrews - I need his evaluation of my evaluation.
    Signature
    If you don't change direction, you'll end up where you're going.
    {{ DiscussionBoard.errors[6142828].message }}
  • Profile picture of the author pakistanshows
    Banned
    [DELETED]
    {{ DiscussionBoard.errors[6143308].message }}
    • Profile picture of the author Ashera
      Originally Posted by pakistanshows View Post

      yeah!! Sexy women can do everything. She can even destroy the whole world. Keep my words...
      I will, I'll hold them close to my heart.
      Signature
      If you don't change direction, you'll end up where you're going.
      {{ DiscussionBoard.errors[6143317].message }}
    • Profile picture of the author Mark Andrews
      Banned
      Originally Posted by pakistanshows View Post

      yeah!! Sexy women can do everything. She can even destroy the whole world. Keep my words...


      A breakdown of the above image from an advertising perspective...

      The harlot of Revelation drunk in her debauchery, drinking of the wine and spoils / blood of the nations and their political leaders, sitting on top of the 7 heads and the 10 horns of the wild beast (signifying Babylon the Great) otherwise referred to as Gog of Magog.

      With the small horn symbolizing the Anglo-American world power, also known as The King of the North.

      And if you want a translation of that little lot... you'll have to wait until another time.


      Mark Andrews
      {{ DiscussionBoard.errors[6143340].message }}
  • Profile picture of the author Rich Ray
    depending on its products. whether its products can use a beautiful woman or not. but I strongly agree with the seduction of a beautiful woman will sell more products.
    {{ DiscussionBoard.errors[6144390].message }}
  • Profile picture of the author ejunkie
    It may not be applicable to all.... but in some categories sex rules. Especially when applied to appeal to men.

    When it comes to sex, it isn't just about marketing products & services alone. It goes beyond. Movies, music, pop culture & media.
    {{ DiscussionBoard.errors[6144755].message }}
  • Profile picture of the author AJ Warrior
    Sex sells of course but really viewers need to take away something memorable from an ad and a half naked women will always make the brand shoot up in popularity.
    {{ DiscussionBoard.errors[6148412].message }}
  • Profile picture of the author hoffman
    If the results withstand the scrutiny of replication, it can help explain why pretty women are more successful salespeople in certain industries, say pharmaceuticals and alcohol, and less successful in other areas. Moreover, it provides a profit incentive for the continued sexualization of the mass medias, especially in advertising, but also in other commercial activities. What is the policy response if the profit incentive to have sexy models help push a product comes from natural tendencies in males?
    {{ DiscussionBoard.errors[6149601].message }}
  • Profile picture of the author goindeep
    I would bet my house that If I flashed some booty and some tig bitty in my profile pic that i could sell ANYTHING in this forum!
    {{ DiscussionBoard.errors[6150624].message }}

Trending Topics