Today's apparel market is characterized by fierce competition and consumers are exposed to a multitude of advertising stimuli each day. Some apparel companies develop provocative advertising campaigns as a way to gain public attention. Provocative images pervade every facet of mass communications and it is such a common component in advertising that often its existence goes without saying (Heller, 2000). Sexual imagery is an effective way of attracting the attention of consumers (Vezina & Paul, 1997) and implementing sexual appeals leads to better memory, attitudes, and purchase intentions (Putrevu, 2008).