Consumer Reports determines Dial's "sex appeal" claim comes up short

Will Dial “Magnetic” body wash for men enhance their sex lives? Not according to research by Consumer Reports. In its February 2011 issue, CR investigated Dial’s claim that the pheromone-infused wash would attract women. The scientist they interviewed said, “no way.”

Dial joins a long line of male targeted soaps, deodorants and body sprays positioned as sexual enhancers. Think of brands such as Axe, Tag, and Old Spice that employ the sexual benefit trope: “Use our brand, and get the attention of the opposite sex.” In advertising, this strategy was first used in 1911 by JWT to sell Woodbury Facial Soap to women. The appeal was so successful that JWT and hundreds of other agencies have used it to sell almost every personal care product imaginable, and continue to do so today.

CR does neglect to consider that simple bathing, an act some young men find abhorrent, may indeed enhance one’s prospects. But then any deodorant soap will do.

Sexiest ads of the 2009 Oscars

The Academy Awards show is the second largest advertising event after the Super Bowl. Over 32 million U.S. viewers tuned in this year to see the spectacle: Hugh Jackman, People magazine’s Sexiest Person of 2008, introducing beautiful actors looking their best. For this reason alone, the 2009 Oscars deserve a peak to seek if its advertisers utilized sex appeal to market their products.

Unlike the Super Bowl, Oscar viewers are more upscale and more likely to be female. As a result, sexual content is more subtle than the "shock-and-awe" of GoDaddy.com commercials. Typical are attractive models, with fetching smiles and flirtatious glances. Last year’s sexiest Oscar ads included promos for "Dancing with the Stars," and commercials for L’Oreal (not in this year’s line up) and Cadillac. Here is a shortlist of the sexiest ads aired during this year’s telecast.

3. Diet Coke. "Red Dress."

Just about any commercial with supermodel Heidi Klum in a short red dress qualifies. The spot helped to create awareness for women’s heart health.

2. JCPenney. "Style. Quality. Price."

Stylish, attractive models. Flirty looks into the camera. The sexual content was certainly subtle and playful in the seven Penney’s ads showcasing designer lines it carries with the tagline “Style. Quality. Price.” Last year, Penneys used the Academy Awards to introduce its Ralph Lauren-infused "American Living" line.

1. Dial. Antioxident Body Wash.

Soap ads have contained veiled images of people showering for years, so what’s the big deal? Well, this Dial ad definitely updates those standards by showing more than before. The ad kicks off the launch for the new anti-aging line (cranberry extracts and antioxidant infusion combat aging). With little doubt the ad raised awareness among the 40% of viewers who are male.