GDL

There are so many strategies relating to the company’s marketing activities.one of those company’s marketing activities is the marketing mix strategy. Kotler and Armstrong (1997) stated that the marketing mix as a general phrase is used to describe different kind of organizations choice which have to be made in the whole process of marketing i.e. bringing a product or service to the market. In addition, there are seven elements of business services marketing mix (Marketing Mix-7P), namely: Product, Price, Promotion, Place,People, Process, and Physical Evidence. Promotion in this case means the promotions mix or the communications mix.The advertising, sales promotions, publicity,direct mail, exhibitions, display, packaging, selling and even word-of-mouth are included in this mix.So many advertisings appear in todays time. One example of advertisings is sex appeal. Advertising, which is known as the business of drawing public attention to goods and services(elook.org), in today's competitive market, is often assisted by sex appeal. Sex appeal in advertising is often considered as one of the effective tools for attracting consumers' attention and has become more and more important to some advertisers for the some reasons.Likewise, an attribute of sex used in advertising, such as the imagery, typically may have no connection to the product being advertised. Commonly, the purpose of such imageries is solely to drag the attention of potential customer or user. The introduction of commercial television in the 1950’s gave chance for firms to reach mass markets through

televised advertising. Although the use of televised promotion is ever-growing as the additional media of the ever-increasing print media, but the firms found

themselves in constant competition with other suppliers. Thus, they were looking for several ways to differentiate their product from the rivals. Sex Appeal is one of such methods that suppliers have found in order to differenciate their product.Generally speaking, it was proven to be successful. By targeting our basic animalistic behaviour, namely the drive for sexual reproduction, firms have found that through a cleverly designed message containing sex appeal, they can attract

and hold on to consumers’ attention. Thus, this situation making it more likely for consumers to choose that particular product over another. On the other hand,

sexual content may not be communicative and might even have a detrimental effect on brand information processing. Based on the consumer behaviour context, standardisation and localisation are two conflicting forces that most clearly manifested in cross-cultural research on global branding and advertising. Globalisation of country markets implies a research focus on global or international brands including countries and cultures. And of course advertising is an important element in their global marketing strategy. Thus, it can be said that it is important for managers to carefully placing the right advertisement in the right place i.e. whether to use the standard advertisements in each places where their brands are sold or whether they need to “localise” the advertisements by modifying them to reflect the local culture and language.Several problem arose

from cultural variations in diverse cross-cultural contexts that are encountered by the advertisers. For instance, an advertising appeal may be interpreted differently by different people with different cultural backgrounds (Sawyer and Howard,1991; Belch and Belch, 2004). Based on those problems, whether the use of sex appeal as a media promotion effective? Does it gives more advantage in using this media for promotion to cross-cultural? The purpose of this essay is to discuss the effectiveness of sex appeal in advertising through an in-depth examination of the research literature, with a central focus on the cross-cultural sex appeal studies.

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