However, what marketers should always keep in mind is that sex used in the advertising is a controversial issue and it should be used appropriately. There are several ways of making use of sex appeal in advertising. Thus, advertisers can turn to subliminal techniques, which do not look sexual at all, but arouse corresponding emotions or images in the customer’s mind. Then, there is sexual suggestiveness and sexuality, which most often are perceived positively by the audience. Finally, ads can make use of nudity, partial nudity or overt sexuality.

Research results show that sex and nudity in advertising do increase attention and lead to strong feelings about the advertisement. Ads, in which sex appeal is used tend to be rated as being more interesting. In contrast, brand recall in the sexually suggestive ads is usually lower, and erotic appeal quite often interferes with ad’s message comprehension.

Consequently, it is important to bear in mind certain peculiarities of sex appeal effective use in advertising. First of all, sexually suggestive image or slogan should be an integral part of the product, should use “regular person” models, and should utilize a variety of models in terms of age, size, ethnicity and gender. Second, it is necessary to remember the gender differences in perception and those differences in the international arena. Last, advertisers must be careful sex does not overpower the advertisement. Shifting to more sensuality may in most cases be justified.