Further research  found that men have a positive attitude to sexual adverts, whereas women have a negative response to them, this study used an advert with both a male and female. The agency head hit on the idea of a pleasurable condom, "So when the user hears the brand name, he says, "Wow.
In modern times, advertisements have displayed women's expanding roles in the professional realm and importance in business backgrounds. Ads for jeans, perfumes and many other products have featured provocative images that were designed to elicit sexual responses from as large a cross section of the population as possible, to shock by their ambivalence, or to appeal to repressed sexual desires, which are thought to carry a stronger emotional load. This advertisement, directed at women, puts an emphasis on the sense of touch by using words such as "moist", and on the whole the ad creates a subconscious association between the product and sexual pleasure.
Other early forms of sex appeal in advertising include woodcuts and illustrations of attractive women often unclothed from the waist up adorning posters, signs, and ads for saloons , tonics , and tobacco. A few examples of sexually appealing imagery include nudity , pin-up models , and muscular men.
Wikimedia Commons has media related to Sex in advertising. Advertising Women's Freedom in s America". In , Calvin Klein was the subject of more controversy when it aired advertisements of young children who were only wearing the brand's underwear.
According to research, sexually appealing imagery does not need to pertain to the product or service in question. Sexual behaviour can also be displayed using several models interacting in a more or less sexual way. The advert pixelates the non-existent roof to the car, similar to the pixilation that occurs when female's breasts are exposed in some forms of media.