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Research suggests sexual appeals in ads don't sell brands, products

20:00 EDT 21 Jun 2017 | AAAS

(University of Illinois at Urbana-Champaign) Ads with sexual appeals are more likely to be remembered but don't sell the brand or product, according to a meta-analysis of nearly 80 advertising studies, published online this week by the International Journal of Advertising. Researchers found no positive effect on study participants' ability to remember the brands featured in such ads or on their intention to buy the product. The research was led by University of Illinois advertising professor John Wirtz.

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