We all know that sex sells to men. But the advertising industry, which bases its success on consumers being drawn to their products or services, want to know how women feel about ’sexy women.’ Recent research has shown that flashy magazine ads portraying sexy women may not actually catch the wandering eye of women readers. The team of researchers at the University of Florida in Gainesville gauged the emotional responses of 100 college aged women reading Allure and Glamour magazine. The researchers tracked their eye movement and reactions to the advertisements and gauged their interest. As the photos of women became more and more seductive, the women readers became less and less interested.

Upon discovering this shocking test results the researchers wanted to find out what women would pay attention to in advertising other than beautiful models. Rather, they wanted to find what beauty was to women. The study found women only see two types of women; sexy-sensual and wholesome. Women desire to look like these wholesome and beautiful types of women in advertisements. Women should then be more likely to endorse a product from someone they desire to resemble in the magazine’s advertisements.