Here’s How Sexy Advertising Backfires

TIME

The first nude print ad was published in 1936 for Woodbury Soap. It featured an undressed woman lazily lying at the beach, her arm positioned at just the right angle to shield her breasts from view. It followed the old advertising adage that sex sells.

But that no longer holds true, according to a new study released by the Psychological Bulletin. Brad Bushman, a communications professor at Ohio State University and a co-author of the study, says it’s not that sex and violence don’t grab our attention—of course they do. In fact, paying attention to such things are evolutionary responses that are necessary for survival (being attuned to safety threats prepares people to protect themselves; finding opportunities for mating keep the species going).

But just because they grab our eye doesn’t mean the ad translates into sales.

“[A]dvertisers think sex and violence sell, so they buy advertising time during sexual…

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