There are lots of sexual images in the contemporary media, and this is due to many of the media formats, such as television, magazines, and the Internet, using these images to relay various messages to the people. The media uses these sexual images (i.e. woman in a bikini) in order to use sex and eroticism as a marketing tool to the audience. Unlike other men`s magazines, which actually have many female readers, Maxim magazine`s readers are made of mostly men, and because of this, their magazine covers are usually filled with sexy women celebrities, such as singers or actors; images that can attract the general men. This study puts its focus on evaluating Maxim magazine`s marketing strategy. The strategy of targeting men in their 20`s and 30`s, who were not interested in reading, but were impulsive and visually oriented. The study looked at magazine covers from November 2002 (the start of the magazine) to October 2008 (the peak period of its sales), and a total of 72 images were analyzed. For each image, 5 things were recorded (model`s occupation, clothing style, hairstyle, makeup, pose and gaze).