There are more and more clothing companies putting half-naked models into their advertisement. So is it true or not, “Sex is only used to garb a viewer’s attention”. The results of Calvin Klein and Victoria’s Secret shows that sex related advertising really worked.
Most of these advertisement give the viewers impression of ” if you buy this, you will be like this.” firstly, you will be sexually attractiver after wearing our product , make yourselves feel more sexy in our own view or you can have better sex.
In addition, there are plenty of cases in which sexual positioning strategies have resulted in long-term success. One of those is Calvin Klein. He has successfully imbued his brand’s identity with sexuality. For well over 30 years, sex in one form or another has been a mainstay in Calvin Klein fragrance, fashion, underwear, and accessories ads. The result? In 2005, products with Calvin’s name generated at least $1 billion in annual revenue.
reference:
http://www.brandingstrategyinsider.com/2008/03/does-sex-in-adv.html http://kelleygraham.com/sites/default/files/sex-sells-but-should-it-JLERI%20Vol%209%20No%201%20and%202%202006%20p%20109-118.pdf