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Sex. It is the angle most used by advertisers these days, and for a good reason: it sells. People, both male and female, are intrigued by and attracted to sex. However, we must be careful in the manner in which we approach it. Men and women view sex in different lights. That is why we must keep our audience in mind when composing an ad. It is the reason why one of our recent ads …

…is not merely as good as the Calgon ad, but surpasses its success. In order to do this, we must concentrate on methods that we now know to be profitable: if we are placing an advertisement in a women's magazine and are using sex as the underlying element, we must portray this sex in a romantic sense. Women buy into romanticism, and if we use it to sell products, we will gain success and trust.