Does sexiness adds anything in the ads?. Review on General Tips on Television Commercials

THERE WAS A TIME when sexiness by itself could have been eyeball grabbing enough for advertisers. But with the overdose of oomph in every medium, a bikini-clad woman selling computer processors won't rouse the interest of consumers, it makes sense to use pretty faces where there's a strategic link between the brand's core benefits and the endorser's core values. Otherwise, there is a strong disconnect. It does not work sometimes it does.

PRETTY FACES, YOU MIGHT ARGUE, are unavoidable in advertising, given the times. Bipasha Basu's provocative pout in the Heads & Shoulders ad, okay. Aishwarya Rai swishing her mane in the L'Oreal ad, fine. But a sexy something seductively touting an electri-cal switch? A near-naked beauty selling, of all things, floor tiles? Advertisers and clients have for long said that beauty sells. But does it? According to a recent study on advertise-ment trends in the US, sexy women needn't boost sales of the products they are endorsing. The study done by the University of Colorado shows that if beauty is not intrinsic to the qual-ity of the product, it may even have an adverse effect on consumers. The survey says even if a woman endorsing a product is an expert, con-sumers will not see her as one if she is semi-clad and the product's credibility is lost.

LOOK AT THE ADS THESE DAYS & you find anorexic, semi-clad women selling everything from invertors to toilet accessories, car tyres and even motor oil. Really, is there any sense to this sexiness? Ad professionals as usual take the line of the beauty bias, saying that an attractive' face in an ad generates more attention. "Like cinema, ad-vertising is all about selling dreams.

The presence of an overwhelm-ingly pretty face can also overshadow the brand. The Indica Xeta commercial, which used four sexy girls headed to the beach, is remem-bered more for the girls themselves than the car.In television, there is time and space to pull off a creative idea, dont you think indica v2 ad was more appealing when the guy was lying about evrything n getng punched? Now most marketers are just worried about grabbing attention, never mind credibility.

CONCLUSION.

There is a school of thought that believes that ordinary, everyday spokespeople work much more effectively than the attractive ones. The Dove commercial of the mid-90s, which premised its campaign on real women, real beauty, changed the landscape of advertising. It introduced ordinary faces into people's living room.There was a time when advertising was all about selling aspirations. But now, it's about selling hope. There must be a degree of reliabil-ity and people relate much more easily to every-day faces. The viewers are intimidated by over-whelmingly attractive ones.

But some thnks the other way.