Sex: The Use Of Sex In Advertising

To successfully sell any product, advertisers must be able to grab the attention of the audience in a manner that deserves more than a simple glance. With the numerous products available on the market today, original advertisement techniques are required in order to appeal to consumers. Yet, advertisements continue to widely endorse products through the use of sex. Sex appeal is a very common technique that is widely used by advertisers. In fact, it has been studied by the American Scientific Research Society that "roughly one-fifth of all advertising uses overt sexual content to sell a product"
(Schnieder). This statement seems highly accurate; it is nearly impossible to go through a day without being exposed to some sort of sexually
Just like the model herself, Axe varies the environment within the ads to not only support its slogan, it is a way for the male audience to connect with the message according to whatever is better fitting to his own lifestyle preference.

Usage of sex in commercial advertisements is highly recognizable but the important issue is whether or not it truly works. Research done by Ellie Parker and Adrian Furnham of University College London reveal that in actuality, the technique of sex in the advertising industry does not work. Even with the presence of strong sexual innuendos, people tend to have problems recalling such advertisements. Basically, sex within ads "does not sell anything other than itself" (The Big Turn Off). This may due to our human nature or simply the particular topic itself. Sex initially grabs our attention but possibly loses our interest and we no longer recall the merchandises that are in the advertisements. Whether an advertising company believes sex sales or not depends on what type of information it has been exposed too. The general idea of sex is that it