Ah, the age-old debate: Does sex really sell? We could go on and on discussing this, whether for or against the use of sex, but I doubt if we all will ever reach a definite consensus, except maybe "It depends..." ;-)
Check out this site for an interesting point of view.

From my experience I don't have the slightest doubt sex sells. But its always a thin line to walk. The campaign must not go overboard. I consider this ad as beyond the border, and it probably's gonna do more harm than good.

Sex sells anything, including sex itself. If this scooter is meant for men, the pic should show a man's butt. But it would "frighten" most men - so it's clear that, once again, a female's body is there as an object, to attract attention. I like the ad (it's a beautiful image), but reject the idea.

that would be the day to show men! :-D when will it be? we all don't know.

men? and i'm not even excited to see.
(hmm, reverse pysche might work)

Well, there are ads that show men's bods ... mostly for men's cologne ads. But I think hetero males prefer to see the female form. And, it's true, even in painting and the other arts - the female body is created to be so much more aesthetic looking, much more fluid and graceful in line, much much more appealing to look at. Di ba?

that's true. whether the female form is within ideal weight range, or has excess cushion all over, it is still pleasing to the eyes. a beer belly, on the other hand, can never, ever match that! :-D

You're seeing the world with man's eyes, girls. It's part of the "male domination" to settle that women are desireble, objects; men are the ones who desire, subjects. In the greek classic culture, male body meant beauty, power. Just take a look at Michelangelo's or Da Vinci's works: no matter how wonderful their female figures were, male ones were always superior. I don't want to defend myself, but.. what's wrong with a beer belly, Nanni???

oh, tiodu, no intention to hurt anyone's feelings here :-) but i am coming from an aesthetic point of view in terms of what really is pleasing to the eyes. a beer belly's worth is behind the lens, if you get what i mean.

i agree to a certain extent that the renaissance artists from the west did a splendid job in creating the ideal human male form, thus we have David by Michaelangelo. but still, the most haunting if not enigmatic, remains to be all female. and women also desire A LOT :-D

Tiodu, I don't deem it a good image, for two reasons: 1 the cool, garage-like colorscheme, that seriously contradicts the obvious beauty of the models body, 2 the measure, it does a good job to remove any charme from the image. In my opinion this ad would be a lot better, both in looks and function, if the image would just have that beautiful 'perfect' body and then make the connection to the bike. But anyways its just an ad, one amongst gazillions... ;-)

I agree with you, Harald. Had not paid attention to the "garage-like colorscheme" (good definition!).

Nanni: I still think women are not used to admire male nudity (as Sendai says), inspite of the desire they may feel. Shame, guilt? Don't know. In the other hand, women admire female beauty - a man will hardly assume the aesthetic pleasure of seeing a perfect male body (I am not talking about physical attraction, of course). Maybe that's why female nudity is a "must" in advertisement: it attracts men and doesn't shock women.

sure. but it'd surely be interesting to turn tables, tiodu. :-)

It's just a matter of time, believe me.