The last two articles used a common reference, which is the first article written by Peterson and Kerin (1977). Most references by Simpson et al. (1996) overlapped with those of Severn et al. (1990). Conclusion To summarize, the literature review reported and content-evaluated the effectiveness of sexual appeals in advertisements. Regarding current advertisements, marketers should clearly consider whether the congruence between product and model matches while making decisions about sexual appeals in advertisements, furthermore, the degree of nudity should be appropriate to garner audience brand recall . all three articles have limitations in some areas, the result and analysis of the research still have a significant contribution in the field and for future studies. In terms of answering the review question, both the articles by Peterson and Kerin (1977) and Severn et al. (1990) contain some very useful points; however, to compensate for the insufficiency and limitation of these studies, further research is still needed to improve and deepen them