Sex sells a common expression which turns out to be very true as well as the title of Rodger Streitmatter's book, Sex sells! The media journey from repression to obsession. It seems that no other human act determines “purchasing behavior” as much as sex appeal. Therefore, advertisers manipulate this human motivation and offer their products as a path of love, beauty and desirability, which is their main goal in advertising. In other words, the main goal of advertising is to sell products and what advertisers need to do to get people to buy those products is to make the products desirable to their chosen target consumers. The pioneer in introducing lust into advertising was Calvin Klein, starting with women's jeans, then moving 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 sexual seduction and influence to sell their product. They use sex appeal to attract our attention and play on our fears and desires and they manipulate us into fulfilling our fantasies and erotic dreams. Advertisers use whatever they can to attract the reader. From an attractive sexual look to a word. One of the most useful approaches is of course sex, which can capture anyone's attention. The advertisement for the Opium perfume depicts a young brunette with a nicely curved body who wears only slippers, a gold necklace and bracelet. The model is lying down, as if enjoying herself and perhaps experiencing an orgasm. Also in the Dolce & Gabbana ad, we see a man and a woman having passionate foreplay; with one hand he pulls her bra strap down 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 inscribe the image of their product in the reader's memory. "Newsweek…wrote: The strategy is that as the consumer studies the photo, the creator's name fades into the brain. And much of the message that blended in was sexual." (Streitmatter, pp. 123) Regardless, both advertisements use sexual attention to grab the reader's attention. This is exactly what Calvin Klein wanted: "to ensure, above all else, that anyone flipping through the pages of a magazine would stop and look at the advertisements »..