Sex in Advertising The use of sex in advertising has become a major selling method in the society we live in today. It began sixty years ago when a beautiful young woman introduced the first windproof lighter and a new wave of advertising emerged - The Pinup Girl. She advertised everything from lighters to laundry soap. She even recruited for the U.S. armed forces (Parade Magazine; pg 6). Sexuality in advertising is now a major area of ethical concern, though surprisingly little is known about its effects or the norms for it's use (Baltimore Sun; pg. 1G). Advertisers use of sex appeals has grown and become widely present throughout the U.S. and