Advertising agencies beware: using sex to sell a product does not work, particularly for women. Researchers divided 60 young adults into four groups (Applied Cognitive Psychology 2007 Jan 26, doi: 10.1002/acp.1325). The first and the third were treated to a raunchy episode of (you guessed right) Sex and the City, and the other two watched Malcolm in the Middle, a programme about a dysfunctional teenage family. In the commercial breaks, the first two groups were shown advertisements with sexual overtones, and the other two saw non-suggestive advertising. The researchers found that participants struggled to remember details of advertising during the programme with sexual content. Secondly, sexual commercials did not register particularly with people, regardless of the programme. Thirdly, for advertising that was recalled, women were more likely to remember the non-sexual advertisements and men the sexual ones. And finally, sex does not sell anything but itself.
Birth of semi-identical twins