Sex in advertising research: A review of content, effects, and functions of sexual information in consumer advertising

In the advertising context, there is strong evidence that sexual information attracts attention (Belch et al., 1981; Chestnut, LaChance, & Lubitz, 1977; Dudley, 1999; Reichert et al., 2001). Attention can be thought of as an orienting response, an involuntary directing of focused attention (Fiske & Taylor, 1991). In some studies, attention is measured through self-report (e.g., "This ad is attention getting"; Reichert et al., 2001) or by physiological response procedures (e.g., galvanic skin response; Belch et al., 1981). Simple recognition or noting of an ad has also been assessed as a measure of attention (Reid & Soley, 1981, 1983).

Research findings also show that sexual ads are more engaging, involving, and interesting than nonsexual ads (Bello et al., 1983; Dudley, 1999; Judd & Alexander, 1983; Reichert & Alvaro, 2001; Reichert et al., 2001). For example, Bello et al. tested both a sexual and a nonsexual version of the Brooke Shields' Calvin Klein jeans commercial previously described. The sexual version was rated as significantly more interesting by both female (n = 79) and male (n = 138) 18-24-year-old respondents. Overall these studies show that sexual ads are able to captivate the viewer and maintain attention.

In addition, there is evidence that attention is directed toward sexual information in the ad, as measured by visual recognition and recall. For example, recognition of sexual visuals in ads (e.g., decorative images of women) is significantly higher than that in similar ads without sexual images (Reid & Soley, 1981, 1983). Secondary analysis of Starch-scores, industry measures of advertising memory, revealed that decorative female models (sexually attractive with no functional relationship to the product) improved recognition for the ad compared to ads without decorative female models (Reid & Soley, 1981, 1983). In related research, visual elements of sexual ads exhibited a small advantage for visual recognition (Chestnut et al., 1977). In a test of visual playback (respondents describing what they remember seeing in ads), a sexual Calvin Klein fragrance commercial was described in greater detail by both female and male undergraduate respondents than a nonsexual Calvin Klein fragrance commercial (Reichert & Alvaro, 2001). The effect persisted when assessed 2 months after exposure, as respondents continued to remember the sexual imagery in greater detail than imagery in the nonsexual commercial.

Analysis of attention and visual-encoding findings suggests that the distraction hypothesis has merit. For the hypothesis to be fully supported, however, processing and encoding of brand information must also be affected by the presence of sexual content. Results overwhelmingly support this feature of the distraction hypothesis. Brand-name recall is the most common indicator in this research. Studies show that sponsors of sexual ads are less likely to be remembered than sponsors of nonsexual ads (Alexander & Judd, 1978; Grazer & Keesling, 1995; Judd & Alexander, 1983; Reichert & Alvaro, 2001; Weller et al., 1979). Whereas Steadman (1969) did not find an effect immediately after exposing the ad to respondents, brand-name recall was significantly lower 1 week later in the sexual-ad condition. Similarly, findings from other studies confirm a decrease in brand-name recall over time (Reichert & Alvaro, 2001; Weller et al., 1979).