It is often said that sex sells. This theory has been tried and tested throughout commercial history. It seems that since its very inception, advertising has been littered with sexual imagery and innuendo. To what degree sex or erotica has been used to create allure and appeal for a product or service varies vastly across the market, from the overt to the subtle, at times transcending all social and even, occasionally, ethical barriers.

Before discussing the utilization of sexuality within advertising, it is important that one understands advertising itself: What is its purpose? How does it work? In short, an advertisement is a communication between the trader and the consumer, informing the consumer of what is available for trade and attempting to make this seem desirable. ...