How to make ads sexier to women? Emphasize "commitment"

“Our work builds upon existing perspectives in sexual psychology, which argues for stark differences in men’s and women’s sexual beliefs and motivations. This literature portrays men as having positive attitudes towards casual and recreational sex, whereas women value the emotional intimacy and commitment that can surround the sexual relationship,” explain the authors.

The authors proposed that women’s attitudes toward sexually oriented advertising would improve if ads depicted sex in a manner consistent with women’s intrinsic values—for example if the sexual behavior appeared to reflect devotion and commitment.