I have always been amazed how advertisers use sex in adverting to draw interest to a particular product, such as jeans, for the purpose of sale. So, I googled "jeans adverting".
In both advertising, "sexuality" is used to draw the consumers' attentions on purchasing the products. Along with selling jeans, certain values and attitudes toward sex may be sold.
Calvin Klein uses young models in provocative poses to sell the message to its audience that "wearing jeans is the sexy way to attract opposite sex."
Guess uses young couple to send out message according to the sex-role each plays. In this ad, the man enjoys being dominated.
In both ads, the men are the "ideal boyfriend" who appeals to be muscularly strong and the women are the "ideal girlfriend" who appeals to be sexy-looking and have a perfect-looking body.