"Sex sells" is a phrase that has been used for decades, usually as a justification by advertisers and the media for using suggestive imagery. But, a new study from The Ohio State University proves that half-naked women and men in those ads are just distracting you. According to a report based on 53 studies over a course of 44 years, the provocative material can distract viewers—especially men— from what is being sold and put customers off from buying the product, which is the exact opposite of what it is supposed to do.
Brands like Gucci and Calvin Klein have relied on sex driven ads to promote their products for years, but the new findings say that type of advertising doesn't increase it's effectiveness, but can actually decrease it. The studies focused on violence and sex in movies, television programs, video games, and print. One author attributes out desensitization to the fact that these image no longer can keep our attention.
Ultimately, the authors suggest that advertisers should think twice about featuring the explicit content and stick to G-rated material.