say they would buy products featured in violent or sexual ads, compared to younger people. And people reported less intention to buy brands that were advertised in media containing violence, sex or both, compared to the same brands in media containing no sex or violence. Pictured, a Diet Coke hunk. The 20m was money originally budgeted for marketing, so instead of running a Super Bowl ad that year, the company publicised the initiative the week before the big game. We found literally zero effect on participants intention to buy products in ads with a sexual appeal, Wirtz said.
This could be one reason why a national restaurant chain, known in recent years for ads selling its sandwiches with scantily clad models in suggestive poses, made a very public break with that approach in a three-minute commercial in the last Super Bowl, Wirtz said. Even Uber, presumably in a bid to outdo Lyft, created a 3m fund to help drivers affected by the wrong and unjust ban. Here, the findings were not as clear-cut. University of Illinois advertising professor John Wirtz found that sex doesn't sell in advertising the way many assume it does.
As fickle as their teenage audience, its followed the latest trend, which for the millennial is more activist, less sexist. People are so focused on the sex and violence they see in the media that they pay less attention to the advertising messages that appear along with it, Bushman said. There is no room for humility when a brand does a good deed. Psychological Bulletin and will be featured in a future print edition. However, we were surprised at how negative female attitudes were toward these ads. Certainly the evidence indicates that the carryover effect to liking the ads doesnt influence whether theyre going to make a purchase, he said.