The role of sex appeal in advertising is undeniable. Most
advertisements nearly cross the line of exploiting the models to
advertise a product completely unrelated to the ad. The paper shows that it seems more and more advertisers are following the route of selling sex and hoping that the product somehow weaves its way into the mind of the viewer. The paper concludes that while society has a long way to go before the psychological and
sociological impacts of women's portrayal in advertising is cleaned, it is good to see that initial attempts by companies like Nike are already underway. Sex may sell, and this fact may be irrefutable, but with broad-reaching affects reaching critical mass, a shift in the presentation of sex will hopefully change in coming
advertisements. The paper shows that women's empowerment will do much to shift the sociological power and will undoubtedly frame a new social standing for female role-models.