This study aims to provide contribution on the development of marketing communication literature, primarily to give better understanding on the potential effect of the use of sex appeal in advertising on ad attitude and/or brand attitude. This study will emphasized the effect of sex appeal in the subcultural context. This study will be designed to help the advertisers to recognize the unintended consequences that may result due to the excessive doses of sexual content in ads. This study allows us to uncover the dimensions that correspond to such consequences. The results are expected to highlight both reactions toward the specific ad and general perceptions of consumers toward sexual content in advertising.