A new study has come to the shocking conclusion that sex doesn’t sell:
Commercials that feature sex and violence — or appear on programs with that kind of content — are less effective than those with neutral themes, according to a study published by the academic journal Psychological Bulletin.
Violent and sexual television programming impairs viewers’ memory because it diverts attention from the advertising, said Brad Bushman, a professor of communication and psychology at Ohio State University and co-author of the study, which analyzed the results of 53 previous experiments.Results were similar when ads themselves contained sexual or violent content, he said.
“It never helps to have violence and sex in commercials,” Bushman said. “It either hurts, or has no effect at all.”
The study — co-written by Robert B. Lull, a former Ohio State researcher who is now at the University of Pennsylvania’s Annenberg Public Policy Center — found that some advertisers have already adopted these conclusions in their strategies.
To which I reply: DUH! The motion picture industry has known for decades that the movies that make the most money are the ones with G, PG, and PG-13 ratings. R-rated films are far behind, and an X-rating on a film is the kiss of box office death.
*Sigh* So many dollars and nights in my youth wasted waiting for either the Coors Light Twins or the Swedish Bikini Team to show up on a weekend night.