"Recent research by Headlight Vision, a market research company in New York, suggests that those ads don't have the earth-moving impact they once did; sexually explicit advertising is now considered boring or mundane by young consumers. According to a study by the Chartered Institute of Marketing in England, just 6 per cent of British consumers are positively influenced by sexual images in advertising, and 20 per cent say they are put off buying a product if sex is used to sell it."

If it is too common, it won't stand out. For the British humour "is the new sex" But Tom Reichert, author of The Erotic History of Advertising believes that sex in advertising willn ever disappear. Consider the Axe ads! Reichart has examples of sex in advertising from the1850s, when scantily clad women were used to sell tobacco and alcohol and in the 40s, double-entendres and "peek-a-boo" advertisements were common.The 1960s and 1970s, showed more blatant sexuality.