This study empirically investigates the effectiveness of using visual sexual appeals on the memory of men and women. It examines memory for the commercials activated by sexual versus nonsexual visual appeals. A mixed-factorial experiment was conducted. Visual recognition and free recall were recorded in 146 participants (males = 71 and females = 75). The results substantiate the evolutionary psychology claims. Support for the motivational information-processing and the distraction hypothesis was found in male viewers. The results indicate that sexual appeals enhance memory for the advertisements themselves, but they distract men from processing brand-related information. Male participants encoded and recalled less brand-related information from advertisements with sexual appeals. The study offers guidelines for advertisers and marketing producers while also providing insight into gender/sex differences in processing sexual stimuli. It also makes a key theoretical contribution to the field by parsing out the influence of sexual versus nonsexual visual content from the confounding impact of visual sexual versus verbal nonsexual memory.

中文翻译：

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广告中使用性诉求的有效性

这项研究从经验上调查了使用视觉上的性吸引力对男人和女人的记忆的有效性。它检查通过性与非性视觉吸引力激活的广告的记忆。进行了混合因子实验。146位参与者记录了视觉识别和自由召回（男性= 71，女性= 75）。结果证实了进化心理学的主张。在男性观众中发现了对动机信息处理和干扰理论的支持。结果表明，性吸引力可以增强广告本身的记忆力，但会分散男人的注意力，使其无法处理与品牌相关的信息。男性参与者编码并回想起带有性吸引力的广告中与品牌相关的信息较少。该研究为广告商和市场生产者提供了指导，同时也提供了对性刺激处理中性别/性别差异的见解。它还通过从视觉性与言语非性记忆的混杂影响中解析出性与非性视觉内容的影响，对该领域做出了重要的理论贡献。