By Tony Connelly

Provocative advertising campaigns have little impact on sales and can have a negative effect on a brand’s image, according to new research.

John Wirtz, an advertising professor at the University of Illinois, combined data from 78 studies that examined the efficacy of sex appeal in adverts.

The study, titled ‘The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention results’, found that audiences were no more likely to recall a brand’s name or purchase a product if an ad campaign used sexualised content.

Wirtz, who recently published his analysis in the International Journal of Advertising, said: Read full story ›

Source: The Drum