Is “Sex Sells” Really Dead? Study Suggests Raunchy Super Bowl Ads Don’t Work.

2:30 pm, January 21st | by Amy Tennery

We’ve complained about the glut of sexist Super Bowl ads before. They’re a pervasive phenomenon — and one that really doesn’t make a ton of sense, given the Super Bowl’s rapidly growing female viewership.

And while it’s tough to name a “worst offender” among offensive ads (PETA and beer companies probably would be fighting over that one, in the weirdest matchup ever), GoDaddy stands out as one of the ugliest of the bunch. But — and all feminist arguments aside — are these famous ads still really effective? Does sex still sell?

Danica Patrick, a pioneer for women in auto racing, quickly traded in her feminist street cred to become the de facto spokesperson for GoDaddy in a series of television spots. And the ads have escalated in their raunchiness over the years.

Take, for example, this 2008 Super Bowl spot:

GoDaddy Super Bowl Commercial Offers Danica Patrick Exposure Ad

Super Bowl Commercials | Myspace Video

And later, this 2010 ad:

The message in the second ad? Chicks who are offended by GoDaddy commercials are just stuffy broads suppressing their inner sexy. Or something.

And, interestingly enough, USA Today went to the headquarters of sketchy ads this week, with a behind-the-scenes look at how GoDaddy commercials come about. “GoDaddy Girl” Patrick and co-spokesperson Gillian Michaels gamely defend their employer, with the latter helpfully (depressingly?) pointing out that it’s not “exploiting us” and “we’re fully clothed the entire time.” As she puts it, the commercials let “women to be strong and powerful.”

Sure, Bob Parsons can show his own company benefitted from the sexy ads. But, as the USA Today story points out, there’s plenty of evidence to show that audiences are actually growing tired of these T.V. spots. A University of Wisconsin study showed that audiences view “adult content” ads 10-percent less favorably than those without, umm, “T&A,” if you catch my drift.

And, interestingly enough, while USA Today’s case is somewhat novel, it’s hardly the first to make this point. There have been numerous studies showing that sexy ads don’t resonate with as many viewers as they used to.

So, is the “sex sells” notion really dead? Probably not. But maybe there’s a reason that Darth Vader kid from last year was so memorable.

TAGS: godaddy sexist ads | sex doesn't sell | sexist super bowl ads

12voltman1

It gets my attention!
Anonymous

mу сlаssmаtе‘s stер-аunt mаkеs $74 аn hоur оn thе lарtор. Shе hаs bееn оut оf wоrк fоr 9 mоnths but lаst mоnth hеr inсоmе wаs $8524 јust wоrкing оn thе lарtор fоr а fеw hоurs. Rеаd mоrе оn this wеb sitе...
С А S Н S Н А R Р . С О М
http://profile.yahoo.com/FI4CGZJ3K2NQTZGQNEKEFZ3JHM Marcia

It’s comfortable to keep your options open; but it’s rude, too. I’ve
held guys in my back pocket and accidentally hurt them because I was too
naïve to recognize their real interest in me.

Earn some extra bucks,
easy part time online work, up to 50$/hour, read more here… LazyCash10.com

Flirty texts can be fun—I get it and I’m guilty of it****.
http://profile.yahoo.com/FI4CGZJ3K2NQTZGQNEKEFZ3JHM Marcia

It’s comfortable to keep your options open; but it’s rude, too. I’ve
held guys in my back pocket and accidentally hurt them because I was too
naïve to recognize their real interest in me.

Earn some extra bucks,
easy part time online work, up to 50$/hour, read more here… LazyCash10.com

Flirty texts can be fun—I get it and I’m guilty of it****.
http://profile.yahoo.com/FI4CGZJ3K2NQTZGQNEKEFZ3JHM Marcia

Flirty texts can be fun—I get it and I’m guilty of it****. But every
time you message someone you’re not really interested in, ask yourself
why. Are you insecure and looking for some confidence? Are you just a
naturally flirty person? Do you maybe, just maybe genuinely have
feelings for this person and you’re afraid of the rejection? In the end,
no matter what the situation, you need to be honest with yourself, and
with the person you’re sitting on.
http://profile.yahoo.com/FI4CGZJ3K2NQTZGQNEKEFZ3JHM Marcia

Flirty texts can be fun—I get it and I’m guilty of it****. But every
time you message someone you’re not really interested in, ask yourself
why. Are you insecure and looking for some confidence? Are you just a
naturally flirty person? Do you maybe, just maybe genuinely have
feelings for this person and you’re afraid of the rejection? In the end,
no matter what the situation, you need to be honest with yourself, and
with the person you’re sitting on.
WiddleBabyDanielson

yeah but youre easy
WiddleBabyDanielson

tee hee hee
12voltman1

Come on. Those were nice TaTas!
Save the TaTas.
12voltman1

I noticed that your here too.
Anonymous

Are you kidding me? You post a bunch of these sexist ads and write only one sentence about a finding from a study? Never mind having a link to the actual study and not just other, better thought out articles.

Sigh…
http://twitter.com/Darr247 Darr Darr

Good deal… I’ve forwarded your message to the IRS, so thejanedough.com should be expecting a subpoena for your IP address and then your ISP will be giving them your name and address so you can tell the IRS auditors about your “classmate’s step-aunt” (LOL).
http://profiles.yahoo.com/u/PCWTKDANBCGZUNC5LV4SQYFU5Q DR. DETROIT

Give me a break. This article is nothing but propaganda. I have, along with many friends, enjoyed the ‘titular’ commercials. It sure beats the hell out of the Budweiser horses. Stop trying to KILL the “sex sells” ideology on your own. Nobody else is trying. There’s no way “sex sells” is dead. No matter what liberal-mainstream-media spin you put on it.
Anonymous

In a related story, I saw an interesting article from the University of Wisconsin regarding the use of “sex” in Super Bowl ads and what impact it has on brand/product like-ability… really interesting http://marketing-heretic.blogspot.com/2012/01/2012-superbowl-advertisements-selling.html
http://pulse.yahoo.com/_SIYF5565LXG7BBKTKGSSFWU7TA The Rock

Sex will always sell and I really like Godaddy ad’s there always in my favorite during Super Bowl. There will always be ad’s like these no matter studies that say they don’t which there baseless anyways.
Alexa

I’ll tell you why sex DOESN’T sell. Because women control 80% of consumer spending. Even for “men’s products”, it’s usually the wife, mother, or girlfriend doing the shopping. So, funnily enough, titactular ads tend not to sell more of a given product, even if men do find the ads appealing.
http://profiles.google.com/eribass Erica Bass

The only thing I don’t get about sexy ads is: “Who is it enticing?”
The last few cave dwellers who don’t have access to internet?Ads like that only make me suspicious of the quality & service of the product. From what folks & co-workers have told me– GoDaddy sucks.

Search: