广告的成功主要在于把消费者的注意吸引到产品上。但是当谈到销售如Allure和Glamour这样女性读者占了几乎100%的杂志时，女性消费者们是如何想的呢？佛罗里达大学的研究结论与现有杂志充斥着性感模特图片的现象相矛盾。基于这项研究结果，很明显，许多广告人都已经被用性感的模特去吸引女性消费他们的产品这样的理念所误导。那么女性朋友们到底是怎么想的呢？
最近研究发现，浮华的杂志广告所描绘的性感女郞也许不再能够抓住女性读者的眼球。
广告的成功主要在于把消费者的注意吸引到产品上。但是当谈到销售如allure和glamour这样女性读者占了几乎100%的杂志时，女性消费者们是如何想的呢？
为了探索她们的想法，佛罗里达大学的一个研究团队采用标准化测量记录下超过100个大学女性在看到具有吸引力的女性模特照片时的情绪反应。在看了每张模特照片之后，被试需要指出一个代表她们情绪反应人体模型。比如：一组人体模型代表情绪的唤起反应。
研究小组组长Robyn Goodman说：“这些照片模特越是诱人，被试就越觉得无聊和不感兴趣。这个发现好像同现有的光滑杂志表面总是充满着性感模特图片的现实相矛盾。研究组的另一成员Jon Morris说：“看起来似乎他们没有打中目标。”结果同时表明了杂志的男性市场主管与消费者之间的隔阂。
什么是美丽？
在一个初步的测试中，被试者们被要求按照美丽的6个标准，从性感小猫到古典女性来评价照片上的模特。“这些美丽的标准是由《纽约》杂志的流行时尚编辑们所定义的。”Goodman说。与编辑们所区分美丽的六种标准相比，被试者们却只说两种标准。“在分析了数据之后，我们发现女性消费者们只说两种标准的美丽：健康美丽和性感小猫。”Goodman说。“比如：Katie Holmes就是健康美丽，而Victoria的神秘模特们就是性感小猫。”
给广告人的信息
“基于这项研究结果，很明显，许多广告人都已经被用性感的模特去吸引女性消费他们的产品这样的理念所误导。”Goodman解释到。女性朋友们到底是怎么想的呢？“可能女性更愿意自己像健康美丽的模特，据此推断，她们就更乐意购买有他们所认同的产品，而不是那些通过性感模特来博取他们认同的产品。”Goodman说。
研究者们还将研究是否着装和姿势对结果也有影响。“我们觉得这仅仅是外貌，还不包括其它的一些必备特征，如：服装和姿势。”Morris说。他们希望通过呈现同一女性在不同着装和姿势下被试者们的不同反应来测试这个理论。
“实际上，这个研究证明先前的格言“性感可售”是谬论。”Goodman说。
附原文：
Does Sex Really Sell? Perhaps Not to Women
By Jeanna Bryner
LiveScience Staff Writer
Flashy magazine ads portraying sexy women may not catch the eyes of female readers, according to recent research.
The advertising industry bases its success on consumers being drawn to their products. But when it comes to selling in magazines like Allure and Glamour—publications with a female readership of nearly 100 percent—what do consumers want?
To find out, a team of researchers at the University of Florida in Gainesville gauged the emotional responses of more than 100 college-aged women to photos of attractive women. After looking at each photo, the participants would point to a manikin that represented their emotional reaction. For instance, one set of manikins represented arousal reactions, ranging from disinterested to excited.
The more seductive the model, the more it left the women bored and uninterested, according to lead author Robyn Goodman. The findings seem to contradict the sensual images that saturate the ads in glossy female magazines. “It seems they missed the mark here,” said Jon Morris, one of the co-authors. He added that the results also illuminate a gap between the male executives who are marketing the magazines and the consumers.
What is beauty?
In an initial survey, participants were asked to rate photos of models according to six beauty categories, including sex kitten and classic feminine.
“These beauty types were determined by fashion editors at [New York] magazines,” Goodman said. But rather than distinguishing between six beauty types, the participants only saw two types. “After analyzing the data, we found that female consumers only saw two types of beauty: wholesome and sexy-sensual,” Goodman said.
For instance, Katie Holmes is an example of wholesome while the Victoria’s Secret models are sexy-sensual, Goodman said.
The study was presented at the Association for Education in Journalism and Mass Communication convention last month in San Francisco.
Message to advertisers
“Based on this research, it is evident that many advertisers may have been misled in using more sexual models to attract women to their products,” Goodman explained.
What do women want? “Presumably women desire to be more like the wholesome beauty models, and in turn, will purchase the products they endorse more readily than they would a product endorsed by a more overtly sexual model,” Goodman said.
The researchers did discuss whether or not clothing or posture had any effect on the results. “We think it’s mostly a look and not necessarily those other characteristics [such as attire and pose],” Morris said. They hope to test this theory by showing images of the same women in different attire and poses.
“Indeed, this study seems to show the fallacy in the age-old adage that “sex sells,” Goodman said.
译者：罗禹(Roger) /原文链接
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