The purpose of this graduate thesis is to determine how sex appeals influences consumer behavior. Sex appeal may appear in advertisements in the form of nudity, sensuality, overt sexuality, suggestiveness, and subliminal messages. The paper explores ads with an appeal to nudity, suggestiveness and sensuality. All ads are displayed in three categories of products (clothes, food, and perfumes), and the respondents are asked to evaluate the ad, specify the degree to which the ad encourages them to think about the product, and to choose which ad would most indicate the purchase of the product. The results show that women respond better to ads that are referring to sensuality rather than ads that are pointing to the excitement in the category of food and beverage, while it is not the case with perfume. Also, the assumption that men prefer ads that appeal to more than other forms of sex appeal was rejected. The results show that the presence of the model does not increase product brand recognition and accepts the hypothesis that ads that are perceived as offensive and result in negative product brand beliefs. Likewise, it refused to assume that the simplest approach to access to the use of sex appeal is that young people today are looking for traditional values and do not prefer explicit appeals to sex.