In response to this case study, Tom Reichert, author of the book: Sex in Advertising: Perspective on the Erotic Appeal, explains that “sex does not always sell, but sexy side yes”. (p. 55). Using sex appeal in the advertising industry is a good way to target certain market segments, but it doesn't work with everyone. It has been a long time since the use of sexual appeal in advertising. Sex is everywhere. Sex appeal is classified according to several different distinctions. Reichert conducted a study in 2000 that revealed four characteristics of sexy advertisements: physical characteristics of the models, behavior/movement, intimacy between models, and contextual features such as camera effects. He tried to find what people consider sexy in advertising. Those that came up most frequently were physical characteristics (66%), movements and verbal and non-verbal communication of the model (39%), contextual characteristics (26%) and proxemics (15%) (p. 267- 269). He noticed that what people called sexy differed between genders. The study showed that women had a greater response than men (35% versus 20% for men). Additionally, 28% of women were shown to respond to references to physical distance or interaction between models, compared to 6% of men (p. 269). Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay It is crucial to assess the audience who will see the advertisements before invoking sexual appeal in the advertisement. A recent study found that there is no industry-wide plan for advertisers to use men as voiceovers in commercials. Rather, it is individual advertisers and agencies that make decisions about specific products and advertising executions. For example, the gender of a spokesperson and advertiser can affect advertising evaluations of a gender-specific product, but not for products without a gender image (Whipple & McManamon p.87). The use of overt sexual appeal in print advertising has increased significantly in contemporary advertising practice. Today, it is common for a reader of any age to look at a mainstream magazine and find an advertisement featuring models in provocative poses and outfits for many consumer products (Henthrone & LaTour p.82). Since the start of the 21st century, the use of sexual appeal in print advertising has become commonplace. Calvin Klein is one of the most memorable companies that base their advertising on sexual appeal. Their advertisements often feature nudity among couples in a somewhat provocative position. Additionally, many print advertisements for Calvin Klein jeans are equally suggestive and memorable. Advertisements of this type are designed to elicit what their authors hope will be a vicarious experience of sensuality (p. 82). “Advertising research reveals that sexual appeals attract attention, arouse affect and are memorable” (Reichert, p.14). But even though studies have shown that sexual appeals attract attention to advertising, they do so without a corresponding benefit for processing brand information. Although the use of sexual appeals in brand advertisements has not proven to be as effective as it seems, their use in social marketing can be beneficial, but this is not always the case. “From a social marketing perspective, sex appeals can be beneficial for the simple reason that they attract attention and can.