Browsing through the internet I noticed all the pretty girls sporting items like facial cream, nice cars, clothing and even sitting atop bull dozers. With their silky thighs exposed and their beautiful hair glistening in the sun I learned that sells. It not only sells but it also catches our attention and motivates us to pull out our wallets.

Why does sex sell? According to Doctor Richard Taflinger, “Sex is the second strongest of the psychological appeals, right behind self-preservation. Its strength is biological and instinctive, the genetic imperative to reproduction (Taflinger, 1996).”

Sex sells because men have a deep biological urge to reproduce. By showing a beautiful woman in skimpy clothing we are telling men “if you buy this product you can get sexy woman like this”. The message is clear to us on a subconscious level even though we may not be aware of it consciously.

Since the beginning of time men have been endowed with basic instincts of survival, reproduction and influence. Women are often symbols for a man’s success in life. The better looking the women the more the public associates her man as powerful, intelligent, influential and attractive.

Therefore, beautiful woman are attached to a man’s sense of self-worth and his basic instincts of survival. The power of sex in advertising is so strong that it sometimes overpowers men’s common sense and pushes them to make a purchase they do not need. Thus, using a little sexiness in an advertising campaign is bound to product results. Of course there is a caveat. There is a big difference between the subtle uses of sex and the overt and disrespectful use of sex that is likely to upset your customers.