Would it surprise you that 30% of sex addicts seeking treatment in the United States are female, according to this British Times article?
How about one-fifth of Swedish women, ages 18-35, who admit to favoring cybersex over online romance?
Maybe you prefer this other marketing survey from last month that 67% of men ages 18-34 are obsessed by the internet but 74% would rather have sex?
Or what about the Pew Internet & American Life Project’s definitive 2005 gender report that more women send email than men, but more men play online games than women?
Sex appeal and gender matter in social media marketing
Take a look at these two videos, each produced by Unilever Corporation. You’ve probably already seen the first, but you may not have seen the second.
Watch for your own sex appeal — and think whether you would be more prone to purchase the product…
‘Fess up, guys: Your imagination kicked into overdrive with the first commercial, and checked out her hair and lips in the second.
And ladies? I’ll guess you identified more with the Doritos brand than the verbal cues of the first, and already knew the second before it was 30 seconds in.
Am I close?
There’s no denying sex sells in advertising. Moreso online where visual cues are stronger. But gender is the key determinant in product purchase.
A market research study three years ago, and one that remains relevant today, asked 400 Americans, evenly split by gender, to use web-based eye tracking software to determine the effectiveness of sexual advertisements in consumer magazines.
The MediaAnalyzer report indicated men focus on sexual imagery (breasts, legs, and skin) more than branding elements such as the logo. Women, however, notice logos and avoid eye exposure to body parts and skin.
“You can increase purchase intent using sex when advertising to men. But you pay a price; brand recall suffers. That means using sex in ads only makes sense for companies with a well-established brand, or those where branding plays no role.” said Karsten Weide, President and CEO, MediaAnalyzer Inc.
I don’t know if men or women are more prone to buy products, but I do know — evident by the above statistics and videos — that sex sells and gender matters.
What do you think, dear judges of the Most Memorable Post Contest?
Thoughts, anyone?
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{ 3 comments }
Sex sells regardless. Whether it’s on a traditonal platform like TV, or you scale it down to fit the web. The concepts are the same, the viewers will act the same. That’s how it is, that’s how it always will be. Whether or not the ads are successful, I have no clue. I actually think the sex ads are more persuasive for females cause it hits them mentally while guys just view it as soft core porn.
Craig
http://www.budgetpulse.com
Agree totally! Yet more proof that women are superior in every way
Anna Tarkov´s last blog post..Kerry Wood Gone For Good
Um…. that was NOT my last blog post. Here’s the latest: http://dailydaley.windycitizen.com/2008/11/19/mayor-daley-is-not-reading-what-youre-reading
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