ABSTRACT
Sex has been, and continues to be, a staple in the daily advertising diet. Ads for jeans, watches, and automobiles-and more recently, ice cream, coffee, and computers-offer the promise that the brand will make the consumer more sexually attractive or sexually fulfilled. Sex has been used as a selling strategy since the early days of advertising. Although early forms may seem mild by present-day standards, the intention was the same: to attract attention, to help position the brand as provocative, and to stimulate purchasing.
