Jul 21, 2015 12:12 PM EDT By Staff Reporter, UniversityHerald Reporter

New research suggests that sexual appealing imagery or violence may not help sell a product.

Researchers at Ohio State University found that violent and sexual media content may impair advertising's effectiveness and ultimately deter purchasing.

"We found almost no evidence that violent and sexual programs and ads increased advertising effectiveness," Brad J. Bushman, co-author on the study, said in a statement. sx"In general, we found violent and sexual programs, and ads with violent or sexual content decreased advertising effectiveness."

For the study, researchers reviewed 53 studies comprising more than 8,000 participants that were conducted through 2014 with the goal of determining the influences of violent and  sexual content on advertising effectiveness as measured by brand memory, brand attitudes and buying intentions. The studies focused on a variety of media, including movies, television programs, video games and print. Some studies looked not only at violent and sexual content in the media themselves but also the content of the advertisements.

They found that violence appeared to have the greatest influence, but in a negative way. Brands advertised during commercial breaks in violent media were remembered less often, evaluated less favorably, and less likely to be purchased than brands advertised in nonviolent media.

Products that were promoted with sex appeal had a little influence, but not as much. Brands advertised during commercial breaks in media with sexual overtones were viewed less favorably than those advertised in media with no sexual content, but there was little difference in viewers' brand memory or intention to buy.

"Our findings have tremendous applied significance, especially for advertisers," Bushman said. "Sex and violence do not sell, and in fact they may even backfire by impairing memory, attitudes and buying intentions for advertised products. Thus, advertisers should think twice about sponsoring violent and sexual programs, and about using violent and sexual themes in their ads."

The findings are detailed in the journal Psychological Bulletin.

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