Sex sells a common phrase that turns out to be very true and is also the title of Rodger Streitmatter's book, Sex Sells! The media's journey from repression to obsession. It seems that no other human act drives “buying behavior” as much as sex appeal. Therefore advertisers manipulate this human drive and offer their products as a path to love, beauty and desirability which is their main purpose of advertising. In other words, the main purpose of advertising is to sell products and what advertisers need to do to convince people to buy these products is to make the products desirable to their chosen target consumers. The pioneer in bringing lasciviousness into advertising was Calvin Klein, starting with women's jeans, then moving on to men's underwear and ending with perfumes for both sexes. Perfume advertising contributes greatly to sex appeal. In both Opium and Dolce & Gabbana perfume advertisements the advertisers use seduction and sexual influence to sell their products. They use sex appeal to attract our attention and play with our fears and desires and manipulate us into satisfying our erotic fantasies and dreams. Advertisers use everything they can to attract the reader. From a sexually attractive look to a word. One of the most useful approaches is obviously sex which can capture anyone's attention. The Opium perfume advertisement depicts a young brunette who has a well-shaped body and wears nothing but gold slippers, necklace and bracelet. The model lies down and appears to be enjoying herself and perhaps experiencing orgasm. Again in the Dolce & Gabbana advertisement, we see a man and a woman engaged in passionate foreplay; with one hand he lowers her bra strap while with the other he touches her breast... and she takes off her panties. In this advertisement, the naked female body and the idea of ​​sex are used to imprint the image of their product in the reader's memory. "Newsweek...wrote: The strategy is that as the consumer studies the image, the designer's name melds in the brain. And much of the message that was melding was sexual." (Streitmatter, pp. 123) In any case, both ads use sexual attention to attract the reader's attention. This is exactly what Calvin Klein intended: he wanted to "make sure, first and foremost, that anyone who was flipping through the pages of a magazine stopped to look at the ads"..