Effect of (Sexual Illustrations on Brand–Products Recall

Abstract

Following trends in the western world, Indian marketers have of late resorted to using sex appeal in advertisements. This study was conducted to test a few hypotheses relating to brand recall by broadening the concept of brand recall. Advertisements representing sexual and non-sexual illustrations were used. The study reveals that more correct recalls were made for advertisements containing a non sexual scene than for those with female illustrations of varying suggestiveness. When recall is the primary objective of advertising, human illustrations are more effective than landscapes.