Friday, February 26, 2010

Beauty sells insomnia meds

This direct response ad for Nocturnix, an insomnia supplement, recently running in Newsweek probably attracted a few eyeballs. It got our attention: An oversized closeup of a beautiful woman's face will stop traffic whether it has any connection to the product or not.

A quick analysis of this ad's strategy, using a woman for decorative purposes, might bring our attention to the "beautiful is good" paradigm. Developed by social psychologists and marketers, this theory says people's interpersonal relationships, judgments, and beliefs might be affected by their own beauty and their perceptions of beauty in others. When advertisers use this strategy, they are counting on this "benefit" to their products or services. So, when viewing this ad, the consumer might think this equation: beautiful woman = good product.

Using the "beautiful is good" theory, companies combine physically attractive employees with sexualized contexts to attract attention, brand products and sell merchandise. Read more about it in "Erotic Encounters: Female Employees and Promotional Activities" in Sex in Consumer Culture: The Erotic Content of Media and Marketing (2006), co-edited by Tom Reichert and Jacqueline Lambiase.

Want to read more the role of physical attractiveness in marketing? Check out these scholars: Ashmore, Solomon, & Longo, 1996; Dion, Berscheid, & Walster, 1972; Patzer, 1985; and Reingen, Ronkainen, & Gresham, 1981.

--Guest post contributed by Jacqueline Lambiase


5 comments:

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Servant of the Most High said...

Hi,

Here's a blog that serves for your spiritual needs, and will surely be a blessing for you.

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Have a blessed reading and gladly write back if you need any prayer help.

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帳號 said...

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慧沛佳穎 said...
This comment has been removed by a blog administrator.
黎仁南 said...
This comment has been removed by a blog administrator.