The research examined the impact of sex appeal in advertising messages, particularly how ladies are portrayed in advertisement especially in this era when they have become instruments of attraction in advertising. The research was anchored on Attention, Interest, Desire, and Action (AIDA) Theory. The survey research method was used to select respondents among students of Osun State Polytechnic, Iree.  Non-probability sampling technique was used to select respondents from seven faculties using purposive sampling. The data collection instrument for this research was questionnaire as 250 copies were administered. Findings show that many students like exposure to sex appeal in the advert (63.4%) while (73.2%) submitted that sex appeal influences their buying habits. The study recommended among others that the body saddled with the responsibility to control and see to the advertising profession (APCON) should be thorough in the discharge of their duties so that all forms of advertisements will be adequately regulated.   

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