[caption id="attachment_4462" align="alignleft" width="200" caption="Sexy advertising poster"]
[/caption]GHN News Editor -- Recently a reader wrote Green Heritage News
complaining of the advertisements as either too political or too sexy,
something that members of the public are addressing in surveys that show
many are bothered by this.
Sex sells. That is what advertisers and publishers know, but there
seems to be a line for many consumers on just how much they will accept.
Over half of Americans in a recent survey say there is too much sex in advertising and that they are bothered by it.
On
the other hand, almost two in five (37%) say they are not at all
bothered by the amount of sexual imagery they see in advertising and 6%
of Americans say they do not see any sexual imagery in advertising.
the other hand, almost two in five (37%) say they are not at all
bothered by the amount of sexual imagery they see in advertising and 6%
of Americans say they do not see any sexual imagery in advertising.
These are some of the findings of a new AdweekMedia/ Harris Poll, survey of 2,098 U.S. adults surveyed online between October 5 and 7, 2010 by Harris Interactive.
As
one might imagine, gender plays a large role in how bothered Americans
are regarding the sexual imagery in advertising. Almost three-quarters
of women (73%) say they are bothered, with one-third (34%) saying they
are very bothered by the amount of sexual imagery in ads. Over half of
men (53%), however, say they are not at all bothered by the amount of
sexual imagery in advertising.
one might imagine, gender plays a large role in how bothered Americans
are regarding the sexual imagery in advertising. Almost three-quarters
of women (73%) say they are bothered, with one-third (34%) saying they
are very bothered by the amount of sexual imagery in ads. Over half of
men (53%), however, say they are not at all bothered by the amount of
sexual imagery in advertising.
There
is also a difference by age in how bothered someone is by the amount of
sexual imagery in advertising. Less than half of those 18-34 (46%) and
half of those 35-44 (50%) say they are bothered by the sexual imagery
in ads, compared to three in five of those 45-54 (60%) and two-thirds of
those 55 and older (66%) who say the same.
is also a difference by age in how bothered someone is by the amount of
sexual imagery in advertising. Less than half of those 18-34 (46%) and
half of those 35-44 (50%) say they are bothered by the sexual imagery
in ads, compared to three in five of those 45-54 (60%) and two-thirds of
those 55 and older (66%) who say the same.
Among
those Americans not bothered by the sexual imagery in advertising, over
half (55%) would not like any change and say the current amount of
sexual imagery is acceptable. Just over one in five (22%) say they would
like to see more sexual imagery and a similar number of those not
bothered (23%) would like to see less.
those Americans not bothered by the sexual imagery in advertising, over
half (55%) would not like any change and say the current amount of
sexual imagery is acceptable. Just over one in five (22%) say they would
like to see more sexual imagery and a similar number of those not
bothered (23%) would like to see less.
Again,
one might not be surprised to see there is a gender divide on this
issue. Almost three in ten men who are not bothered by sexual imagery
(28%) would like to see more of it while just 6% of women who are not
bothered agree. Conversely, almost two in five women who are not
bothered by sexual imagery in advertising (37%) say they would prefer to
see less of it compared to fewer than one in five men (17%) who say the
same. However, similar numbers of men (55%) and women (57%) who are not
bothered by sexual imagery in advertising say that no change is needed.
one might not be surprised to see there is a gender divide on this
issue. Almost three in ten men who are not bothered by sexual imagery
(28%) would like to see more of it while just 6% of women who are not
bothered agree. Conversely, almost two in five women who are not
bothered by sexual imagery in advertising (37%) say they would prefer to
see less of it compared to fewer than one in five men (17%) who say the
same. However, similar numbers of men (55%) and women (57%) who are not
bothered by sexual imagery in advertising say that no change is needed.
Despite
most Americans saying they are bothered by the amount of sexual imagery
in ads, marketers are probably right on this one – sex does sell. Or at
least gets people to talk about an ad and, hopefully, the product as
well. And while there might be some discomfort regarding the sexual
imagery, marketers still want to use these images. What they need to do
is be careful to not cross the line and turn a potential customer away.
most Americans saying they are bothered by the amount of sexual imagery
in ads, marketers are probably right on this one – sex does sell. Or at
least gets people to talk about an ad and, hopefully, the product as
well. And while there might be some discomfort regarding the sexual
imagery, marketers still want to use these images. What they need to do
is be careful to not cross the line and turn a potential customer away.
TABLE 1
SEXUAL IMAGERY IN ADS
"How bothered, if at all, are you by the amount of sexual imagery in the advertising that you see?"
Base: All adults
| ||||||||
Total
|
Age
|
Gender
| ||||||
18-34
|
35-44
|
45-54
|
55
|
Male
|
Female
| |||
%
|
%
|
%
|
%
|
%
|
%
|
%
| ||
Very/Somewhat bothered (NET)
|
56
|
46
|
50
|
60
|
66
|
39
|
73
| |
Very bothered
|
25
|
15
|
19
|
28
|
34
|
15
|
34
| |
Somewhat bothered
|
32
|
31
|
31
|
33
|
33
|
24
|
39
| |
Not at all bothered
|
37
|
45
|
44
|
30
|
29
|
53
|
21
| |
N/A – I do not see any sexual imagery in advertising
|
6
|
6
|
6
|
8
|
4
|
7
|
5
| |
Decline to answer
|
1
|
3
|
1
|
1
|
1
|
1
|
1
| |
Note: Percentages may not add up to 100% due to rounding
| ||||||||
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