Here’s a sampling of what we discovered:
— brands advertised alongside violent media content were remembered less often, evaluated less favorably and less likely to be purchased than those advertised in nonviolent contexts
— brands advertised using sexual themes were evaluated less favorably than brands advertised using nonsexual images
— as the intensity of sexual ad content increased (from suggestive poses to full frontal nudity), memory, attitudes and buying intentions decreased
— there were no significant effects of sexual ads or violent ads on memory or buying intentions
— however, when media content and ad content were congruent (eg, violent ads in violent programs, nonviolent ads in nonviolent programs), memory improved and buying intentions increased.