The power of media is undoubted at present due to its strong impact on the public. No company producing goods or financial services currently neglects the possibilities which media offers to them. Still;, media remains the main the main persuasive medium which influences minds and tho7ughts of pre-adults. Even though companies have many ways to provide the promotion of their goods and services, advertising has been and will remain one of the most powerful tools which companies are using (Gauntlett 5). The success of the media product (film, advertisement, news story, etc.) is in many ways pre-destined by the media strategy. In the modern era, using sex in media messages becomes one of the most popular practices for companies. They do no longer need to attract consumers with media based on competitive prices or higher quality than their competitors. Instead, they use sex as a peculiar magnet which is going to attract consumers to their stores year after year. At the beginning of the 21 st century, media does not desensitize pre-adult to sex and violence, because these two messages have the profound impact on cognitive thinking and personal beliefs of viewers. For instance, sexy commercials get fixed in the people’s minds and always have a major immediate effect on the consumer. Practice shows that advertisements can have both a major immediate effect and minor effects the influence of which on the potential customers will take a long time. The major immediate effect can occur in the case when the company has something new to say in the advertisement. However, if the product which is being advertised is not new, does not bear many new functions, or failed customers in the past, the advertising strategy has to be chosen very carefully. In this case, application of sex in the advertisement is the best answer. It is the most efficient strategy. There is little hope the advertisement of the product will be met with much interest and involves any of the customers’ attention, unless the commercial has a beautiful model in it. Especially this strategy works on the low-involvement product categories in which a customer does not care much which brand to buy- for example, oil, yogurt, juices and many other items. How can the producers make the consumers choose their brand of oil, if there are hundreds of other brands? Certainly, they can achieve that by making their commercial the most appealing to customers. Sex cannot fail them in such a case (Gauntlett 43). Many pre-adults simply want something exciting on TV, while reading newspapers and magazines, or when driving by billboards every now and then. They get tired of ordinary media stories which do not have any interesting features in them. They do not pay any attention to dull advertisements in magazines. They would not pay attention to the billboard. Both boys and girls watch television for hours. They might also spend hours reading magazines. They do not react to an ordinary media messages after spending so much time doing routine work. However, for many of them media with some sex in it would be like a breath of fresh air. Men “wake up” when they see a beautiful woman model in a commercial or in middle of