Аннотация: Article authors Gilts E. and Savitskaya V. devoted to a rather complex topic, in view of, on the one hand, the active interest of society in the intimate side of life and its use in promoting goods and services, and on the other hand, tabooing this topic and rejecting forms of communication through sexual images. Today, erotization of brands manifested as a trend in modern culture.
The purpose of the work is to study the various ways of communicative strategies using sexual images, to determine the essence of consumer motives and to understand why the "principle of pleasure and libido", which was mentioned by Z. Freud, is one of the basic concepts of the psychology of advertising, as well as to substantiate the importance of psychoanalysis in working with communicative strategies. The article focuses on how advertisers use erotic images to stimulate sales through various means of marketing communications. The main results of the study expressed in determining the relationship of communication strategies from the psychological characteristics of target groups, substantiation of the influence of erotic images on the effectiveness of marketing communications.