. . . at least in advertising. "For female magazine readers, sex doesn't sell so much as it—bores," is the finding in a new study by researchers at the University of Florida. The researchers came to this conclusion by gauging the reactions of women looking at fashion photos in magazines such as Vogue, Cosmopolitan and Allure. According the press release describing the study, the researchers found:
The results were unambiguous. The more lustful the models' expressions and spare their attire, the more the women's emotional reactions revealed that they were bored or uninterested. The more the models smiled naturally and displayed a minimum of skin, the more positive the women's reactions.
They suspect that the men running the fashion companies and taking the photos are pleasing themselves rather than their customers. Women apparently prefer depictions of more "wholesome" types. Now I ask you, who could be more "wholesome" than Scarlett Johanson or Lindsay Lohan?