According to Al Ries, the use of sex in advertising is more a question of fashion. As fashion, it rises and falls. Advertisers want to be new and different. If during a period, there is little sexual symbolism, there is an incentive to use it. But an excess of sexual ads make advertisers look elsewhere to arrest attention. To be effective, sex works when the product as such involves sexual attraction, e.g. perfume and clothing. Successful advertising is about the power of ideas.

Sexuality can brand a moment. Haagen Dazs is an adult ice-cream with sensual ads like body and texture, feel me, intense fresh, lose control and dedicated to pleasure. Sex is here an analogy to sexual indulgence. It is the best selling premium ice-cream in Britain.