Sex DOESN'T sell: Erotic adverts may be memorable - but they don't make us want to buy what's on 申し込む／申し出

  • 研究員s analysed 78 熟考する／考慮するs published over more than three １０年間s
  • They 設立する?people remember 広告s with 性の 控訴，上告s more than those without
  • This does not 延長する to the brands or 製品s featured in the （選挙などの）運動をする
  • 消費者s are no more likely to buy a 製品 that is marketed with sex?
  • For women, sexualised 広告 （選挙などの）運動をするs 証明するd an active turn off

By Tim Collins For Mailonline

Published: | Updated:

The age-old adage that sex sells may not be as 正確な as we assume, によれば new 研究.

Images of scantily 覆う？ women and sexually suggestive 主題s are a long-standing 中心的要素 of advertising （選挙などの）運動をするs.

But 研究員s have 設立する that, while we may remember adverts that use sexuality, this doesn't result in an 増加するd 願望（する） to buy what's on 申し込む／申し出.

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Researchers from the University of Illinois analysed 78 studies published over more than three decades on the effects of sexual appeals in adverts and found that?that sexual imagery (pictured) has little effect on what people buy?

研究員s from the University of Illinois analysed 78 熟考する／考慮するs published over more than three １０年間s on the 影響s of 性の 控訴，上告s in adverts and 設立する that?that 性の imagery (pictured) has little 影響 on what people buy?

SEXY ADVERTS?

研究員s from the?University of Illinois analysed?78 熟考する／考慮するs published over more than three １０年間s on?the 影響s of 性の 控訴，上告s in adverts.

They considered a wide 範囲 of techniques for introducing sex to a marketing （選挙などの）運動をする.

This 含むd the use of models who were 部分的に／不公平に dressed or naked, and those engaged in 性の touching or in positions that 示唆するd a 性の 遭遇（する） was about to happen.

The 熟考する／考慮するs also took into account the use of 二塁打 meanings 同様に as hidden words or pictures that communicate a 性の message.

They （機の）カム to the 結論 that,?while we may remember adverts that use sexuality, this doesn't result in an 増加するd 願望（する） to buy what's on 申し込む／申し出.

And for women, far from encouraging them to 購入（する） a 製品, sexualised 広告 （選挙などの）運動をするs 証明するd an active turn off.

宣伝

研究員s from the?University of Illinois analysed?78 peer-reviewed 熟考する／考慮するs published over more than three １０年間s, which looked at?the 影響s of 性の 控訴，上告s in advertising.

By 熟考する／考慮するing a wide 範囲 of 出版（物）s, using a technique called meta-分析, the 研究員s hoped to （悪事，秘密などを）発見する 傾向s not すぐに 明らかな in individual papers.

The 普通の／平均（する） number of people 伴う／関わるd in the 熟考する／考慮するs was around 225, but by 連合させるing them they were able to 診察する the 返答s of more than 11,000.

This meant that the results 現在の a more 正確な picture of what happens when someone sees an 広告 with a 性の 控訴，上告, than a 選び出す／独身 熟考する／考慮する.

While each 熟考する／考慮する 一般に sat on the 盗品故買者 about the 影響（力） of sex in 広告s, the Illinois team 決定するd that 性の imagery has little 影響 on what people buy.

And for women, far from encouraging them to 購入（する） a 製品, sexualised 広告 （選挙などの）運動をするs 証明するd an active turn off.

Advertising professor John Wirtz, the lead author of the 研究, said: 'This 仮定／引き受けること that sex sells - 井戸／弁護士席, no, によれば our 熟考する／考慮する, it doesn't. There's no 指示，表示する物 that there's a 肯定的な 影響.?

The researchers?came to the conclusion that, while we may remember adverts that use sexuality, this doesn't result in an increased desire to buy what's on offer. Pictured is an advert for Mon Paris, Yves Saint Laurent

The 研究員s?（機の）カム to the 結論 that, while we may remember adverts that use sexuality, this doesn't result in an 増加するd 願望（する） to buy what's on 申し込む／申し出. Pictured is an advert for Mon Paris, Yves Saint Laurent

'We 設立する that people remember 広告s with 性の 控訴，上告s more than those without.?

'But that 影響 doesn't 延長する to the brands or 製品s that are featured in the 広告s.

'We 設立する literally 無 影響 on 関係者s' 意向 to buy 製品s in 広告s with a 性の 控訴，上告.'?

The experts claim that?for women, far from encouraging them to purchase a product, sexualised ad campaigns proved an active turn off - despite what the famous Diet Coke campaigns (pictured) might suggest

The 専門家s （人命などを）奪う，主張する that?for women, far from encouraging them to 購入（する） a 製品, sexualised 広告 （選挙などの）運動をするs 証明するd an active turn off - にもかかわらず what the famous 国会 Coke （選挙などの）運動をするs (pictured) might 示唆する

The research papers studied in the meta-analysis considered a wide range of techniques for introducing sex to a marketing campaign.?This included the use of models who were partially dressed or naked (pictured) and those engaged in sexual touching

The 研究 papers 熟考する／考慮するd in the meta-分析 considered a wide 範囲 of techniques for introducing sex to a marketing （選挙などの）運動をする.?This 含むd the use of models who were 部分的に／不公平に dressed or naked (pict ured) and those engaged in 性の touching

The 研究 papers 熟考する／考慮するd in the meta-分析 considered a wide 範囲 of techniques for introducing sex to a marketing （選挙などの）運動をする.?

This 含むd the use of models who were 部分的に／不公平に dressed or naked and those engaged in 性の touching or in positions that 示唆するd a 性の 遭遇（する） was about to happen.

The 熟考する／考慮するs also took into account the use of 性の innuendo and 二塁打 meanings 同様に as 性の embeds, which are 部分的に／不公平に hidden words or pictures designed to 伝える a 性の message.?

The studies also analysed adverts suggesting a sexual encounter was about to happen, such as this Magnum advert (pictured).?The strongest finding of the research was that men tend to like ads with sexual appeals while women tend not to?

The 熟考する／考慮するs also analysed adverts 示唆するing a 性の 遭遇（する） was about to happen, such as this Magnum advert (pictured).?The strongest finding of the 研究 was that men tend to like 広告s with 性の 控訴，上告s while women tend not to?

Advertising professor John Wirtz, the lead author of the research, said: 'This assumption that sex sells - well, no, according to our study, it doesn't. There's no indication that there's a positive effect.' Pictured is an advert for Braun's Warrior, featuring Jessica Alba

Advertising professor John Wirtz, the lead author of the 研究, said: 'This 仮定／引き受けること that sex sells - 井戸／弁護士席, no, によれば our 熟考する／考慮する, it doesn't. There's no 指示，表示する物 that there's a 肯定的な 影響.' Pictured is an advert for Braun's 軍人, featuring Jessica Alba

The strongest finding of the 研究 was probably the least surprising which is that men, on 普通の／平均（する）, like 広告s with 性の 控訴，上告s while women tend not to.?

But the 研究員s say they were surprised at how 消極的な 女性（の） 態度s were toward these types of 広告s.?

When not separating the results by gender, the 影響 of 性の 控訴，上告s on 関係者s' 態度s toward 広告s was not 重要な.

The strongest finding of the research was probably the least surprising which is that men, on average, like ads with sexual appeals while women tend not to. Pictured is an advert for Dior J'Adore

The strongest finding of the 研究 was probably the least surprising which is that men, on 普通の／平均（する）, like 広告s with 性の 控訴，上告s while women tend not to. Pictured is an advert for Dior J'Adore

The researchers say they were surprised at how negative female attitudes were toward these types of ads. Pictured is the Dior J'Adore advert?

The 研究員s say they were surprised at how 消極的な 女性（の） 態度s were toward these types of 広告s. Pictured is the Dior J'Adore advert?

But 分かれて 'they're just going in 完全に opposite directions,' によれば Dr Wirtz.?

While the results do 示唆する that sex doesn't sell, Dr Wirtz told MailOnline: 'The 影響 was statistically 重要な but 公正に／かなり small, so that the practical significance is also likely 公正に／かなり small.

'There is a 抱擁する gap between what we as academics do and what practitioners (広告 機関s) do, so I'd be shocked if there were much of a change because of my 熟考する／考慮する.

'However, いつかs academic 研究 becomes a 主要な 指示する人（物） of what is happening in the field - that is, as 機関s find that one approach doesn't work, they are more likely to change it.'?

The 十分な findings of the 熟考する／考慮する were published by the International 定期刊行物 of Advertising.?

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