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reporter: like that carl s jr. ad. 10 million people watched during the super bowl but one advertising research firm suggests only 27% of viewers they asked plan to actually visit the fast-food chain. steamy. reporter: after some objected to kraft s 2013 shirtless pitch man all natural. reporter: their zesty italian dressing commercial started featuring more wholesome radishes. having sexy ads is backfiring because not only are people becoming more immune to it it really rubs viewers the wrong way. reporter: and as researchers found, if the saucy ads don t turn some people off, it turns others on so much so that they forget what the product ad s even for. i have no idea what that ad s for. i just noticed there was somebody gyrating. clouds my judgment of what the product is, definitely. and they should have consulted with t.j. holmes. take a look at him from good morning america. oh, yeah. hello! i was look how far did you go? ....
This year s super bowl but one advertising research firm suggests only 27% of viewers they asked plan to actually visit the fast-food chain. ooh steamy. reporter: and after some objected to kraft s 2013 pitchman all natural. reporter: their zesty italian dressing commercial started featuring some more wholesome radishes. having sexy ads is backfiring because not only are people becoming more immune to it, it really rubs viewers the wrong way. reporter: and researchers found, if saucy ads don t turn some people off, it does turn others on so much so they forget what product the commercial is even for. i have no idea what that ad s for. i just noticed there was somebody provocatively dressed or gyrating. clouds my judgment of what the product is, definitely. and they should have consulted with t.j. holmes. take a look at him from good morning america. oh, yeah. hello! i was look how far did you go? you know what, we don t have enough time to show h ....
It s something else. right. who s buying that stuff now? a new study says sexy ads don t work. research show viewers forget the product behind the ad. i ve always said that. joining us with the details is dr. keith. you focus on the ad talk about the ad but not the product. exactly. this is interesting because researchers found out when they look at someone for data they found out the assumptions of advertising industry seem to be wrong. it isn t the sexier something is the more product associated with it sells. you can get distracted by the context. do you think there should be a logic to it? for example, you don t want a hamburger in bed. i don t care what celebrity or model has it. ....
So they re just fine. all right. the mercedes-benz ad starring super model kate upton, has generated more than 6 million views. it s been criticized, though, as being too sexy. is there such a thing? go daddy built a whole company on sexy ads in the super bowl. so i don t think that s really the case. interesting statistic this year. three quarters of the people watching the super bowl are also going to watch on a second screen. so you can go to facebook and twitter, and you can see which ads people are really buzzing about. and women love watching the super bowl ads. two-thirds of women prefer the ads to the game. let me finally ask you about the halftime show of the super bowl. because there was all this controversy about beyonce, she lip synced she said yesterday or sang to her own track at the inauguration and she said she s going to be live at halftime. let me just play you a little bit of the news conference in new orleans yesterday. ....