Sex sells, or so we’ve been told for decades. And certainly, from a marketer’s point of view, there is evidence to support that claim.

Ads featuring scantily clad men and women, or innuendoes and provocative language, may be designed to grab attention and build brand recognition. But what do women really think about such tactics?.

The Ad Industry’s Traditional Approach

In the past, ad agencies might have argued that it was difficult to sell certain products without using sexual elements in their advertising.

This notion was based on research conducted by ad agencies that claimed sex-based ads led to higher levels of engagement, sales, and attention from consumers. It was assumed that sex was a universal language that transcended cultural, ethnic and religious differences.

Later on, it became evident that ads featuring sexual elements primarily target men – and that the women who buy these products are likely to be turned off by such tactics.

Spa packages or high-end fashion items – both products that are heavily marketed to women – are unlikely to be purchased based on sexual appeals alone, and often women find the content of these ads offensive.

Women’s Opinions on Sex in Ads

The reality is that ad agencies need to be more aware of their target audiences, more nuanced in their approaches, and more in tune with the modern woman’s needs and desires.

Women’s perspectives on sex in ads should guide those agencies, as it is the primary demographic group targeted by most ads.

Related Article Sex in Ads Sparks Debate Among Women

Women have a right to share their opinions on how they are portrayed in advertising campaigns. And in a world where women’s voices count more than ever, they should be listened to – for business reasons, if not for moral ones.

According to a recent study, 75% of women dislike or are neutral to sexual advertising, while only 25% have a positive attitude toward sexualizing products they use daily.

Women are more likely to connect with ads that celebrate their strengths and demonstrate their capabilities, not dwell on their insecurities.

Meanwhile, about two-thirds of women say they would stop or avoid buying products after finding out that the company’s marketing is sexist or objectifies women.

The Importance of Positive Messages

Positive messages can be far more persuasive to a female audience than ads that overly rely on sex appeal. A recent survey showed about 90 percent of U.S. millennial women stated that when a brand uses criticism to motivate women, it is less appealing.

To market more authentically to women, tone should be inclusive and strive for communication that sustains a relevant and constructive conversation between women and their peers. In other words, advertisers should speak the language of modern women authentically rather than relying on outdated stereotypes or sex-based narratives to engage their audience.

Conclusion

The bottom line is that there is a gap in how women see themselves represented in advertising compared to how ad agencies conceptualize their target audience.

The ad industry would be wise to stop relying on easy-to-use and at time offensive sexual appeals to sell products to modern women. Women’s success should be celebrated through optimistic visuals with a thoughtful and caring dialogue. This is vital for creating long-term, loyal relationships between brands and their female consumers.