The inherent purpose of this study is to provide the best effective expression types that can be used in sex appeal advertising photography when domestic and foreign brands' clients, advertising agency' creative directors, and advertising photographers produce advertisements. Sex, most fundamental instinct to human being, is along with the formation of the Earth and the life of humanity. Since the beginning of time, sex to satisfy the desires of the human mentality was indispensable representation in today's advertising photography production. Advertising photography in sexual appeal is one of best communication way of moving the minds of consumers, but the difference of expression exists in each country. The reason why sex appeal expression often used in advertising photography is the intense desire to dominate human life. Sex appeal expression does not even compare with something and the degree of high speed to reach out to consumers is going. It is very important to read out the correct code according to each country's social and cultural consumer characteristics in order to communicate effectively with consumers.