Thursday, June 28, 2012

Does Sex Sell?



Earlier this month Samsung posted this video for their new television motion-sensor technology. 




According to Ad Age’s Viral Video Chart, the Seductive Motion video had 4.2 million views in its debut week.  That’s very impressive.

But, I can’t help wondering if it’s just another example of mistaking engagement for persuasion.  So, what do you think?  Does it make you want to buy something?  Or is it just good for a laugh?


Russell, M.  (2012, June 5)  Samsung Uses Sex to Sell Motion-Sensor Technology.  adage.com.  Retrieved  June 28, 2012, from

6 comments:

  1. I thought this was an effective ad. It captures your attention with the seduction storyline, but also sells the product. When all the men end up at the Victoria Secret model's apartment -- including Mr. Old Spice -- there's a moment of realization that she was using her TV sensor and not waving at them. The viewer is part of the great reveal and you learn that Samsung's TV has motion technology. Thumbs up from me!

    Jee Young

    ReplyDelete
  2. Sex does sell. **This statement is being made by a member of generation Y, and is said on behalf of all my generation Y brethren (no need to worry, they have granted me permission).**

    After watching this commercial I immediately wanted to do two things… 1. Watch the commercial again, and 2. Find out more about this technology. I can not say for certain that it made me want to buy the television but it certainly caught my attention. Although I will say that I had never previously considered purchasing a motion sensor television, nor did I know one existed before seeing this ad; now, I am mentally rationalizing why I would “need” this technology.

    This ad definitely works if its intention is to raise awareness about the technology. As for influencing purchases… the verdict is still out. I would be interested to know if this viral video has driven lots more traffic to the Samsung website.

    ReplyDelete
  3. For me, this is entertaining and it doesn't convince me to go to bestbuy and drop a credit card down to buy a new TV that allows me to
    adjust sound and i guess brightness etc by waving my hand. i have aremote control that does this just fine. so in this case this ad fails to deliver the desire result.

    it does on the other hand promote what
    is changing in (TV) electronics and while it communicates that messageit also reminds us that because it is electronics, it will always bechanging even after 20 hours of viewing time. it seemed to me that there were some hidden messages in this video as well...check out the
    address of the model and the office address of the opening scene. maybe incidental or planned suggestive placement.

    kevin

    ReplyDelete
  4. SEX SELLS! It has been on the market since the dawn of the human race. It crosses every generation. The only difference is that now its disclosure and tolerance in more accepted by society than in previous generations; public or private the commodity of sex has been bartered, auctioned, bought, and sold from the floors of Wall St. to the floors of your bedroom.

    Sex or the anticipation of it has provided sovereign nations such as England during the reign of Queen Elizabeth I with various alliances and nation wide growth during troubling times in Europe (which apparently will never cease).

    Nicole Kidman in the film Moulin Rouge uses the anticipation of sex to exploit a Duke to maintain the livelihood of her carny family and the circus folk she loves.

    In reality or fiction sex is a bargaining chip that will qualify for any ante, properly presented it sweetens any deal made in both worlds for all classes of life. Sex or the thought of obtaining it oils the wheels of many industries, it is the way that some families criminal or legitimate have survived.

    However, Samsung has tried to cover to many bases sexual with this commercial. If you want to be a tease be a tease and own it; put it on your resume I encourage it. The Looney Toons audio clips suggested to me, a Generation Y member, how one would put a FCC compliant innuendo into a child's program. It doesn't sell me a TV or even a pizza. I would watch it again just for the humor aspects of it but it would get tired fast.

    Its viral hits on youtube in my opinion mean nothing unless it translates into sales which I doubt. Videos such as Justin Bieber, a sassy gay friend, or animals doing various action get just as many hits or even more. Youtube has become a "customized on demand" World's funniest home videos.

    This advertisement didn't sell TV's to me however it visually portrayed what every man is thinking when basic needs must be met.

    ~Chris

    ReplyDelete
  5. Of course sex sells, but the question is to whom? If you are selling to Gen Y, 18-25 year old men, sex will sell just about anything. If you are selling to 45-55 year old women, absolutely not. A perfect example of sex selling is the Axe body spray ads. According to one article, Axe sales increased from $71M in 2006 to $186M in 2007. As for the ad, I don't find it funny or entertaining. I think primarily because it took way too much time to get to the point - it was overkill. I also think the sound destroyed it. It reminds me of a cartoon. Also if it is to target "boys and their toys", why would a woman have cutting edge technology and not any of those men?

    @Kevin - it was absolutely intended. They know men/boys will take note of that - both you and I did.

    ReplyDelete
  6. There is no question that sex appeal generates a lot of brand awareness, but it doesn’t necessarily translate to revenue. I think Samsung was trying to associate in the consumer’s mind the “hotness” of the new television to the “hot” girl and the attention she was receiving. However, since males are most often the consumers for electronics, I was wondering why Samsung chose a female model to get the attention instead of a male model?

    Although the ad was entertaining and caught my eye, I thought it was a little long and it didn’t motivate me to go and purchase the new TV. As a matter of fact, all I could think of when I saw the ad were the frustrations and challenges I have faced with similar technologies such as the Kinnect game system that also does not require a controller to work; however, its sensors do not always recognize the given commands. Perhaps if ad would have addressed their superiority compared to similar technologies, It would have had more of an effect on me. This ad will not make me buy their new television.

    Karina

    ReplyDelete