Violence and Sex as Advertising Strategies in Television Commercials

Abstract

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

Memory for Sexual and Nonsexual Television Commercials as a Function of Viewing Context and Viewer Gender

“…Additionally, results suggest that utilising sexual content in advertising will be equally effective for young female and male populations and that sexual advertisements will result in better memory for commercials than neutral advertisements. These results, however, go against some previous research findings (Bushman, ; Bushman & Bonacci, ; Furnham & Mainaud, ; Parker & Furnham, ) but not others (Ferguson et al, ; Fried & Johanson, ). This raises the issue of replication of the results and more importantly what subtle differences between studies (participants and stimulus materials) account for the different findings.…”

“…This suggests a facilitative effect of sexual content on memory for commercials. This finding is not consistent with some previous research examining the effect of sex in advertising (e.g., Bushman & Bonacci, ; Furnham & Mainaud, ), although it has to be acknowledged that results in this area have been mixed and that not all studies have replicated these effects (Ferguson et al, ; Fried & Johanson, )…”

“…Programme‐advertisement congruity and programme‐induced audience involvement effects are the focus of the current study. Studies investigating sexual content‐related programme‐advertisement congruity effects have also yielded contradictory findings (Bushman, ; Ferguson, Cruz, Martinez, Rueda, & Ferguson, ; Furnham & Mainaud, ; Parker & Furnham, ). The current study examines memory for sexual and nonsexual advertisements as a function of viewer involvement with the programme and congruity levels between the programme and advertisement context.…”

“…They have been encouraged by the findings of Bushman () that violent (but not sexual) commercial content ‘harms’ memory and lobby advertisers to eliminate this content. Indeed, Bushman has been described as a ‘crusader’ (Grimes, Anderson, & Bergen, ), and the ‘culture war agenda’ of activist groups has put some pressure on researchers who have been seen to be ‘taking sides’ as a function of their findings (Ferguson et al, ). Indeed, various kinds of societal pressures influence work in this field.…”

Hunts, Heinz, and Fries Priming ‘Ketchup’: The Effects of Lexicality on Brand Name–Product Associations and Brand Memory

“…Clearly, companies and marketing agencies have a stake in knowing how best to reach potential consumers and how to make their products more memorable and appealing. In addition to examining consumer choice and preferences and the factors that influence memorability of an ad (such as sexual or violent content; Ferguson, Cruz, Martinez, Rueda, & Ferguson, ), research specifically examining memory for brand names is increasingly important because many consumers try to ignore traditional advertising (Roehm, Roehm, & Boone, ; Samu & Krishnan, ). Because viewers can avoid commercials on television (e.g., by using DVR or TiVo), alternatives such as product placements, press releases, and posts on Internet sites can be an effective promotional tool.…”