TV sex 'bad for ads'

Sex And The City: Could it prompt sexual thoughts?

By Ania Lichtarowicz BBC Science reporter

Scientists in the United States have discovered that sex doesn't sell... products, that is.

In the first study of its kind, researchers have examined the effect of televised sex and violence on memory.

Thinking about sex and violence, instead of the commercials, could reduce memory

According to the report in the Journal of Applied Psychology individuals are less likely to remember advertised products if the commercials run during sexually explicit or violent programmes.

More than 300 volunteers watched either a violent, sexually explicit, or neutral television programme.

Hmmm. All that sex on TV means I forgot my shopping list

Each programme contained nine adverts for numerous products including soft drinks, cereal and washing powder.

Immediately after viewing the TV programme, the participants were given an unexpected test in which they tried to recall the brand names in the adverts.

The test was also repeated the following day.

The researchers from Iowa State University found that the people who watched the neutral programmes were most likely to remember the products being advertised in the commercials.

Attention retention

This was also true 24 hours after watching the adverts.

The violent and sexual content affected the memory of both men and women of all ages, regardless of whether they liked programmes containing violence and sex.

The authors say the difference might be because people pay attention to sex and violence, therefore reducing the amount of attention they can pay to adverts.

Another possibility is that sexual and violent content prompts sexual and violent thoughts.