Advertising is a social practice so the expression of sexuality continues to be an issue of social concern. Sex has spread throughout our entire society and has shown that there are very few limits. The use of sex is most effective for those products that are consumed primarily by younger men. Advertisements aimed at young male consumers will continue to become more explicit. Like most consumers, males see numerous ads every day in all forms of media and it is generally accepted that explicit sexual images will get men's attention.
Advertisers attempt to blur the distinction between women's bodies and the product.
The increasingly graphic sexual images are not aimed only at young men. Sex is also used to sell a variety of products to women. Attractive male models are explicitly displayed as sex objects just as women are. An example of this is a Diet Coke commercial, which shows a bare-chested, muscular construction worker as the sexy bait for a group of female office workers. Another use is in perfume and personal care product ads that appear in women's magazines.