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Sex in advertising is the use of sex appeal in advertising to help sell a particular product or service. According to research, sexually appealing imagery used for marketing does not need to pertain to the product or service in question. Sex sells is a philosophy that marketers have come to embrace to market products. Calvin klein, abercrombie & fitch, and arls junior have all benefited from using sex appeal in their marketing campaigns. Sexualized advertising has become a fact of life for many consumers. Weve covered 23 types of advertising appeals that fall into each of these two categories and even included at least one example for each one so that you can see how theyve been used in the real world. Find your favorite advertising appeal and get started creating your graphic, video or animation to share with your own audience. Accepting sex appeal advertisement if advertisement contain mild sex appeals. Key words sexual advertising, sexual advertisement, gender advertising, customer behaviour, brand equity, subliminal messaging, test group i. 1sexual advertising sexual advertising or selling via sex is the use of sex appeal or innuendo inadvertising to help sell a particular product or service. The use of sex in advertising appeals to something that people generally approach rather than avoid and sexual appeals in advertising are frequently used and with increasing explicitness (ibid). Sawang, sukanlaya (2010) sex appeal in advertising what consumers think. Advertising appeal, the product can be emphasized by its benefits, in which the consumers self-benefit is the key proposition, and the function or benefit requested by con-sumers of the product or service is articulately presented in advertising. Advertising appeals refers to the approach used to attract the attention of customers andor to influence their feelings towards a product or service. It can be a plea, request or anything arising human interest. Advertising appeals can be categorized into informational or rational appeals and emotional appeals. Rational appeal is used as it shows rationality of consumer choices in products by making clear differences of competitors product. This appeal is used in a way that it gives sense to the viewer what to buy and what not buy. H1 rational appeal has a significantly positive impact on tv advertising attitude.

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