The whisky ads, much like the credit-card ads,

The whisky ads, much like the credit-card ads, are good templates for how men and women typically respond to sex in advertising. In the sexual ad, the men tended to focus more quickly and for a longer duration on the model, particularly her breasts. Conversely, the viewing patterns for the nonsexual ad were the same for men and women.

Almost 60 percent of men said they liked the sexual whisky ad; less than 15 percent of women did. For the nonsexual ad, the likability scores were close, both around 30 percent. More than 25 percent of men said the sexual ad made them want to buy the product. Almost no women said the same.