Does Sex Really Sell?

Let’s Unbutton the Truth!

We’ve all heard the phrase “sex sells,” but does it really?

Advertisers seem to think so, judging by the scantily clad bodies that flood commercials, billboards, and magazine spreads. But is this just a lazy marketing tactic, or is there more to the allure of the human form than meets the eye?

Let’s take a deep dive into the steamy world of advertising and marketing to find out if those abs and cleavage are boosting sales, or just causing awkward moments when watching TV with your parents.

Note:

This article features content from the Marketing Made Clear podcast. You can listen along to this episode on Spotify:

The History of Sexy Ads: From Subtle to Scandalous

Sex in advertising isn’t a new phenomenon. In fact, it’s been around since the days when you had to churn your own butter. As early as the 1800s, ads for corsets were using suggestive imagery to sell products, making women feel like they’d snag the attention of the opposite sex by cinching in that waist a few inches tighter. Fast forward to the 1940s, when pin-up girls became the face (and, well, other parts) of everything from beer to car parts.

Then, in the 1980s, things escalated. Enter Calvin Klein, the brand that practically put half-naked models in every subway station in America. That steamy campaign, featuring a teenage Brooke Shields, with the infamous line: “Nothing comes between me and my Calvins,” caused a national stir but skyrocketed the brand’s sales.

And then there was Victoria’s Secret’s campaigns, which basically turned lingerie shopping into a worldwide event with their supermodels in angel wings… These ads were not only selling bras, they were selling a fantasy of how those bras might change your life.

Science vs. Sensibility: Does It Actually Work?

Okay, so the campaigns were hot, but did they actually work?

Studies say… maybe?

Research has shown mixed results. A 2017 study from the University of Illinois found that sex in advertising can increase brand recall; meaning you’ll remember the brand, but it doesn’t necessarily lead to higher sales. The logic is pretty simple: If someone’s staring at a sultry photo, they might remember the model’s body but forget what the ad is actually selling.

Oops.

Take GoDaddy’s infamous Super Bowl ads. The web-hosting company was better known for its scantily clad women than its actual services. Sure, it got people talking, but not necessarily buying. GoDaddy eventually dropped the hyper-sexualised approach, switching to more straightforward ads, and surprise, surprise, their sales actually went up.

Even Carl’s Jr., known for its ultra-seductive burger commercials (seriously, does anyone eat a burger like that?), admitted in 2017 that they had gone too far. The fast-food chain had to scale back, realising that all that sizzling sex appeal was actually distracting from their product. Their burgers, apparently, were the real star all along.

The Double-Edged Sword: When Sex Turns Awkward

While sex may sell sometimes, it can also blow up in your face like a bad pickup line. Just ask Abercrombie & Fitch. The brand built its image on shirtless dudes and magazine-worthy models, but by the mid-2010s, its exclusive, sexy image felt outdated and out-of-touch. Customers wanted diversity, inclusivity, and clothes that weren’t marketed solely on six-packs and perfect tans. They rebranded, and, well, put their clothes back on.

And let’s not forget the awkwardness factor. Watching certain ads with your family can be downright uncomfortable. Who hasn’t cringed through a perfume ad with a sultry voiceover that sounds more like a late-night hotline than a product description? I mean, did that help anyone understand what the fragrance smells like?

The Counterpoint: When Sexy Becomes Empowering

It’s not all bad, though. Sometimes sex in advertising can be empowering. Dove’s Real Beauty campaign, for example, took a different approach by showcasing women of all shapes, sizes, and ages in a more natural, authentic light. It wasn’t about selling sex, but rather about celebrating body confidence, and it worked. The campaign sparked a global conversation and boosted sales for the brand.

And then there’s Savage X Fenty. Rihanna’s lingerie line disrupted the industry with ads that weren’t just sexy, they were sexy for everyone. With models representing a broad spectrum of body types, genders, and ethnicities, the brand is proving that sexiness can be inclusive, and in doing so, it has become a billion-dollar business. Savage X Fenty isn’t selling just bras; it’s selling empowerment. And yes, that sells.

The Final Verdict: To Sizzle or Not to Sizzle?

So, does sex sell?

The answer is: it depends. Sex can grab attention, stir up controversy, and even generate some buzz. But if it’s not backed up by a solid product and a genuine connection to your audience, it can just as easily fall flat, or worse, backfire.

At the end of the day, people want to feel something. Whether it’s desire, empowerment, or belonging, brands need to do more than just slap a half-naked model on a billboard. They need to build a relationship with consumers based on trust and values, ideally while keeping their clothes on (at least some of the time).

So, next time you see a steamy ad, ask yourself: “Am I buying what they’re selling? Or just… distracted?”