Do teenagers favor sex in advertising? In a recent survey by Northbrook, Ill. -based Teenage Research Unlimited, 36% of male teenagers said commercials should 'show sexy girls' while a more demure 18% of teenage girls said they want advertisers to 'show sexy boys.' Humor in advertising was also important to a higher percentage of boys (63%) than girls (56%). The girls were more apt than the boys (63% versus 58%) to insist on honesty. Commercials are quite important in generating word of mouth pro or con, the survey found, with 80% of respondents saying they talk with friends about spots they love or hate. And 60% agreed with the statement, 'Bad advertising can make me think or feel worse about a product or company.'
Copyright Adweek L.P. (1993)