We found almost no evidence that violent and sexual programs and ads increased advertising effectiveness, said Brad J. Bushman, PhD, professor of communication and psychology at The Ohio State University, and a co-author on the study, which appeared in the journal Psychological Bulletin®. In general, we found violent and sexual programs, and ads with violent or sexual content decreased advertising effectiveness.
The researchers found that violence appeared to have the greatest influence, but in a negative way. Brands advertised during commercial breaks in violent media were remembered less often, evaluated less favorably, and less likely to be purchased than brands advertised in nonviolent media.
The researchers also looked at the content of the advertisements themselves. While they found no significant effects of violent or sexual content in advertisements, they did note that in a few studies when media content and ad content were congruent (e.g., a violent ad in violent media or a sexual ad in sexual media), viewers were more likely to remember the ads and had a stronger intention to buy the product. As the sexual content of an ad increased (i.e., from suggestive poses to full frontal nudity) viewers memory, attitudes and buying intentions all decreased, Lull said.
People pay more attention to the violence and the sex surrounding ads, both in programs and the ads themselves, than to the actual products being advertised. Consequently, memory, attitudes and buying intentions all decrease, he said.
Our findings have tremendous applied significance, especially for advertisers, said Bushman. Sex and violence do not sell, and in fact they may even backfire by impairing memory, attitudes and buying intentions for advertised products. Thus, advertisers should think twice about sponsoring violent and sexual programs, and about using violent and sexual themes in their ads.