This research study has attempted to experimentally measure effect of sexual illustrations on brand-product recall. The study is an extension of the work done by M. Steadman and M.W. Alexander and Ben Judd, Jr. Published in Journal of Advertising Research of February 1969 and March 1978 respectively. The study seriously questions the validity of the conclusions arrived at by these authors. The experiment was conducted in a laboratory where 70 subjects in small groups of 10 each were exposed to slide projections of non-sexual ads and sexual ads specially prepared for this research. Later the recall of brands-products and their ability to associate these with the illustration were measured. The recall rates were also co-related with the sex of the subjects and their extent of westernization measured through administration of especially constructed instrument for this purpose. The major findings of the research are: 1. Human illustrations are more effective than landscape scenes. 2. Sexual illustrations are more effective for products where use of sex is consistent with the nature of the product. 3. Female sexual illustrations are more effective when ad is directed towards women. 4. Extreme sexual exposure is recommended only for highly westernized audience. In most cases advertiser would be better off using moderate (or lesser) sexual exposure, consonant with the values of the audience.