The average Western consumer is exposed to some 5000 advertisements every day according to the latest research. But what is it that actually makes an ad successful? Many different strategies and techniques are used by the marketeers as an attempt to beat clutter, one of which is sexual appeal. The author provides an extensive overview of this approach pointing out its cognitive, affective and conative effects on the consumers. In addition, the various benefits and drawbacks of using the approach are discussed. What is also shed light on is how different key variables such as gender, age and...