After almost 100 mails..the second part is here..
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| #10. Raquel Welch E-Score: 56% Age: 66 Welch rose to stardom during the 1960s as a Hollywood sex symbol. Her iconic status continued to open doors, landing her roles in a host of films and magazine spreads. In fact, Playboy named the Fantastic Voyage star, who still appears on the big screen, the “Most Desired Woman” of the 1970s. |
| #9. Elizabeth Hurley E-Score: 56% Age: 42 On screen, Hurley is still best known for her role as Vanessa Kensington in the Austin Powers series. But off screen, the beauty, who once dated Hugh Grant, has launched a fashion line and played spokesmodel for Estee Lauder. Earlier this year, she wed Indian businessman Arun Nayar in a lavish eight-day ceremony. |
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| #8. Catherine Zeta-Jones E-Score: 57% Age: 37 Zeta-Jones’ resume boasts a slew of big-budget flicks, including The Mask of Zorro, America’s Sweethearts and Ocean’s Twelve. And in 2003, the Welsh actress took home an Oscar for her supporting role in the film adaptation of Chicago. Later this summer, she’ll play opposite Aaron Eckhart in the Warner Brothers romantic comedy No Reservations. Off-screen, she’s married to Michael Douglas. |
| #7. Eva Longoria E-Score: 59% Age: 32 She may play former model Gabrielle Solis on ABC hit Desperate Housewives, but Longoria has no trouble turning heads off of Wysteria Lane as well. Later this year, the petite actress will appear on screen in Universal Pictures’ Over My Dead Body. Off-screen, Longoria recently tied the knot with NBA all-star Tony Parker. | |
| | #6. Beyonce Knowles E-Score: 59% Age: 25 She may have risen to fame as a member of girl group Destiny’s Child, but Beyonce has shown she can make music and fans all by herself. Most recently, she wowed the latter with her beauty and skill in the holiday blockbuster Dreamgirls, for which she received acting and singing Golden Globe nods. The songstress is currently belting out tunes on her lengthy “The Beyonce Experience” tour. |
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We’re surrounded by advertisements that desperately compete for our attention….
Everywhere we look, we find ourselves inevitably drawn to images of scantily clad attractive men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective?
Sex appeal can increase the effectiveness of an ad or commercial because it attracts the customer’s attention. It’s human nature to be curious about sex. A pair of long legs on a billboard is more likely to catch (and hold) a guy’s attention than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs.
However, misuse of sex appeal can be costly. Many campaigns deemed offensive have started brand boycotts that affect sales and damage brand reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled “XXX Wet, Hot Summer Fun.” On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F’s advertising tactics. This resolution, backed by several nonprofit organizations, suggests citizens and shareholders boycott Abercrombie’s products and to take a stand against the company’s marketing strategies. Although sexy images in catalogs are not at all uncommon, “XXX Wet, Hot Summer Fun” featured naked boys and girls frolicking in natural settings. Not quite appropriate for an apparel catalog targeted at teenagers.
Sex in advertising has stirred controversy for many years, an advertiser must be careful when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an advertisement or commercial, but also what kind of emotional response it provokes in customers. Studies show that the attractiveness of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer’s attention, doesn’t really generate positive feelings among viewers. In other words, advertisers must be careful to avoid the “cheap shot,” which may negatively affect a brand’s image.
To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. In 2000, Heineken launched the “It’s All About the Beer” campaign. One spot, called “The Premature Pour,” shows a beautiful seductive woman pouring Heineken into a glass. When a guy across the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the campaign worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, “Provocative is a very good place to be, as long as we’re not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are about a desire for Heineken. Our ads make the beer the hero.”
Sex sells, yes, but only when used “in good taste.” As marketers we must think not only in getting customers’ attention for the short term, but also in building a brand reputation that will yield long-term results.
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