Sex Appeal in Advertising: A Critical Evaluation

Abstract

This qualitative research study thoroughly evaluates the concept of ‘sex appeal’ in advertising, with a view to revealing its critical implications in marketing communication practice by incorporating views of different scholars and professionals. The research delineates that use of sex appeal messages in advertising is a relatively common practice around the world. After realizing the psychological chemistry of human beings the advertising practitioners consider appropriate sexual stimuli or erotic imagery as a crucial motivating appeal required to draw attention, create awareness among target customers, increase the persuasive impact of promotional messages and stand out in the cluttered media environment. However, findings of this study reveal that sex appeal in advertising can be both positive in terms of originality and effectiveness and negative in terms of ethics and public sentiments from constructing cultural perspectives. Basically, this research provides a clear picture of multidimensional aspects of sex appeal in advertising from both theoretical and practical points of view, thereby, bridging the gap between theory and practice.