Does Sex Still Sell? A Nigerian Perspective on Advertising Appeals

Abstract

 Background: The pervasive use of sexual appeals in contemporary advertising has become a global phenomenon, yet its effectiveness and reception remain a subject of intense debate, particularly in culturally conservative regions.

Objective: This research aimed to determine the extent of consumer exposure to sexually appealing advertisements across various media platforms, ascertain consumers' perceptions of these ads, and evaluate the influence of sex appeal on consumer purchasing habits.

Methodology: A survey research design was employed, using a structured questionnaire to collect data from a sample of 400 literate residents in three states within Northern Nigeria: Abuja, Niger, and Kaduna. A multi-stage sampling technique was used to ensure balanced representation from each state. Data was analysed using descriptive statistics, including frequencies and percentages, via the Statistical Package for the Social Sciences (SPSS). Results: The findings revealed that the internet is the primary source of advertising exposure for a majority of respondents (52%). A significant majority of participants (96%) confirmed they have noticed sex appeal in advertisements, with female models being slightly more prevalent (54%). However, the study directly challenges the notion that "sex sells," as 59% of respondents stated that sex appeal does not attract them to a product. The most common response to these ads was feeling disturbed (73%), and a majority of respondents (57%) viewed the advertising messages as bad.

 Conclusion: The study concludes that while sex appeal is a common advertising strategy in Nigeria, it is ineffective and poorly perceived by consumers in the North Central region. The negative emotional and behavioural responses observed suggest that this approach may be detrimental to the brand's image. The findings highlight a critical need for advertisers to adopt more culturally sensitive and relevant communication strategies rather than relying on sexual objectification.