The role of sex in advertising is debatable and most people, including industry experts, conclude that making an advertisement's target audience understand the overall message being sent in an advertisement it is the essential objective. In order for a message to be conveyed, advertising must first attract the attention of the target audience or market. After all, if advertisers can't get attention, they won't be able to send a message. There are many strategies used by advertisers and marketers to capture audience attention. One such tactic used by many advertisers is the belief that sex sells in advertising. Sexuality is an influential motivator, and many advertisements use sexually explicit images to attract attention and advertise their products and services. Advertisements using physically attractive people, who have most likely been enhanced with computer alteration techniques, set standards that cannot be met in real life by normal people. Attractive female images in advertising and gender stereotypes have the potential to negatively impact women's behavior, create misconceptions about beauty and cause psychological problems. Today's society has a fairly stable idea of ​​​​how men and women should behave and look. These stereotypes often portray men traditionally as masculine, dominant, and rational while women tend to be portrayed as feminine, emotional, and passive. Naturally, these characteristics allow each genre to be associated with different products it is aimed at. Men tend to be associated with the target market for technology items, household products and alcohol. Women tend to be associated with shopping, household chores, family, a… print medium… a theme of sex, gender roles and advertising. Although study after study has found that ads can receive the same result whether they feature extremely thin, computer-enhanced models or models who resemble the majority of the American population, it would take a great deal of persuasion to change the image of the sector. is currently using in their campaigns. As stated earlier, the goal of advertising should be to convey a message to the consumer. To do this, advertisers need to capture the audience's attention. Although this is sometimes done using sexual attractiveness to attract attention, sex can be portrayed in commercials as a gender stereotype or in a desirable way. Unfortunately, when sex appeal is portrayed in an unrealistic and impractical way, it has allowed the general population to compare themselves to role models that may not even exist.