It turns out sex doesn’t sell after all, if you’re trying to market products to women. The racy ads found in many women’s glossies do not endear women to the products being sold, according to a study in Psychological Science. Up to 27 percent of ads rely on sexual connotation, but mid-market and down-market advertisers may be taking the wrong tack. Luxury retailers have more leeway; women’s aversion to sexual content is mitigated when expensive products are being showcased. According to the study, this is because women have been conditioned to see sex as prized and rare — unlike the goods typically advertised in Cosmo.
Source: The Independent