The saying that 'sex sells' may be popular among advertisers. But a study shows that men and women look differently in advertisements featuring bikini clad women.
Using two ads featuring attractive women posing for H&M and Reebok trainers, researchers analysed where the eyes of men and women were drawn at first glance.
Women are much more interested in the model's toned stomach and the price of the bikini. Men prefer to focus squarely on her breasts, rather than her surrounding figure, reports the Daily Mail.
Men were found to be more interested in the attractive woman's face rather than her toned figure.
Some results were not at all surprising - both men and women were drawn to the woman's legs and torso before the ad's information and branding.
And in the Reebok advert, where an attractive female stands wearing nothing but a pair of white shoes, mens' eyes were drawn to the model's body -- and barely to the shoes.
But there were also more interesting findings in the study of 50 men and 50 women.
Men spent 40% more time looking at the model's face than women. Men were also found to notice the woman's face before they paid attention to her body.
In the H&M campaign featuring a toned, sexy woman posing on a beach, women looked first at her torso and then at her face.