We all know how the advertising industry believes on the mantra that ‘sex sells’! But a recent research confirms that although sexually loaded ads capture popular imagination, men and women react to it in different manners. For the research, experts looked at the first reaction of men and women upon coming across a racy ad. Two ads featuring hot and sexy women were shown to a group of 50 men and 50 women. The ads were part of the ad campaigns of Reebok and H & M respectively.
In both the ads, sexy women with well toned bodies were featured. It was seen that women spend more time looking at the well toned torso and thighs of the models and then on the price of the bikini that they are wearing. Men on the other hand, spend most of their time gawking at the breasts of the women’s images on display. The next thing to grab their attention was the torso and legs. However, when it comes to looking at the face of the model on display, it is the men who take the cake.
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Men spend more than 40% more time looking at the face of the model in the ads and then shift focus to other features. Women on the other hand are not interested in the face of the models. The H & M ad had a sexy woman posing on a beach and the Reebok advert featured a sexy woman wearing a pair of shoes and nothing else.
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There is however, one similarity in the way in which ads attract both men and women. Both parties are first attracted to the body and features such as toned abs and legs of the model rather than the information that it is trying to dissipate. This means that the message of the ad takes second place to the allure of sexy and hot bods!
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