Kylie's lingerie ad voted the best!

 

Australian pop singer Kylie Minogue's ad for Agent Provocateur lingerie has been voted the best commercial of all time.

 
Thesun.co.uk reports that in the ad, Kylie is seen writhing on a mechanized rodeo bull in her sexy underwear. This ad is called Proof and it was controversial when it first came out in 2001.
The poll, which was launched by cinema advertising sales house Digital Cinema Media, gave voters a choice of 10 ads chosen by experts. Kylie’s ad beat off competition from the likes of the Guinness Surfer advertisement, Diet Coke's Break and Carling Black Label's Dambusters to win the title.

Are we over-glamorizing the bikini?

                 ‘Bikini is fashionable art’

Monica Turcich,
Fashion Specialist, Christie's, London

The evolution of the bikini has been interesting. Now, the bikini is almost a prized piece of art. There’s great fascination around its history, invention and evolution. The bikini was invented to create a fashion sensation. Wow, it’s always got a great reaction! That said, there is a practical aspect in that, it’s much simpler to get in and out of a two-piece than a regular swim costume. Historically, during war time, rationing textile made it more efficient to wear a bikini. It was a dramatic change and made the bikini socially acceptable. That’s what led to the glamorization of two-piece swim costumes. It should be considered that the one-piece costume caused a very similar reaction in the 1910-1930 period, as women were seen for the first time with bare legs, active and outdoors. Glamour women in a bikini had arrived and were making a sensation. When stars like Brigitte Bardot and Ursula Andress began wearing the bikini, the star factor attached itself to their clothing. To feel as glamorous as a movie star, it made perfect sense to copy what they wore.

There is evidence of bikini-shaped garments from antiquity -- Greek images on urns and Roman mosaics depict women athletes wearing what is essentially the modern bikini. The bandeau top is functional and acts as a brassiere for athletes -- ancient and modern. The best-known version of the story is that engineer Louis Reard and fashion designer Jacques Heim invented the ‘Bikini’ in 1946 in Paris -- and named it for the atomic bombs being tested in the Bikini Atoll of the Pacific in July of that year. Apparently,  they thought it would cause a similar explosive reaction. Heim & Reard’s ‘Bikini’ was actually quite daring, with a high cut string bottom, although the version that eventually became popular. Gradually, as it became acceptable in Western society to bare the midriff, bikinis have become smaller, and sometimes leave out the top altogether--see Rudi Gernreich’s edgy (and not very popular!) ‘Monokini’. Different styles are acceptable in different places -- a beach in Brazil is different to one in North America.

Fashion wise, the two-piece or bikini just follows the development of the 20th century. First it became acceptable for women to bathe in the sea, and woolen swimming dresses emerged; as women began to assert themselves as athletic and advances were made in fabric technology,synthetic one-piece costumes developed. The next logical step was the simpler two-piece. It’s popularity has in- creased in proportion to the popularity of sunbathing, swimming, beach holidays, and other aspects of modern life. Hence, bikini wars started. To a point, where the bikini became an obsession!

 

              ‘ Men think bikini is the most sensual garment'

Suneet Varma,
Fashion Designer

The bikini is nothing but a three piece triangle. It’s like the bermuda triangle, where men just lose themselves. It drives men crazy. The bikini makes men forget any other attachment they have. Essentially, the bikini was adapted from the lingerie. It’s almost like an undergarment which can be worn outside.
The evolution of the bikini triggered the inside-outside revolution. Gautlier revolutionized the bikini and corset by making his models wear them on clothes. In fact, La Perla’s colorful bikini tops are worn only under transparent shirts, to show-off. The fashion interpretation of the bikini has been over-glamorized. Now, I see women on Miami beaches wearing bikini briefs with sexy halter tops. I agree, bikini’s the most seductive piece of clothing ever invented.
It has an emotional, physical and metaphysical dimension to it. It can be sensual, sporty, seductive all at the same time. When it’s sporty, bikini’s construction is not so exhibitionist! Most men I know, find it the most exciting piece of garment. Iconic images of a bikini always arouse great curiosity. Men and bikinis have a unique, interesting relationship -- it’s pure erotica. That’s why bikini has been over-glamorized because it’s the briefest garment in the world. The bikini has changed the shape and style of fashion. There’s nothing sexier than the itsy-bitsy, teenier weenie bikini!

First bikini, then bindi

In the Hindi film industry, asset gains mean something else. Aspiring actresses without the advantages of pedigree know the benefits of

half-naked aerobics. "Actresses showing skin are like neon signs that you can't ignore," says producer Sunil Doshi. It is a short cut to fame.

So, a Nisha Kothari readily squeezed herself into a pushup contraption that was two sizes too small to enhance her bust in Killer. Mallika Sherawat romped around in a bikini in Bachke Rehna Re Baba .

Priyanka Chopra, Bipasha Basu, Antara Mali and Neha Dhupia also displayed their ample female form in the first couple of movies.

Oddly though, as soon as these actresses establish themselves in front-benchers' minds as benevolent providers, they start shopping for clothes. Or bring their mother on the sets to intimidate filmmakers.

They want nothing to do with their naked past. Priyanka Chopra reportedly told designer Rocky S to cover her reasonably for Krrish, which is said to have alarmed its director Raakesh Roshan, who signed the former Miss World only because of her sensuous image.

But he might have forgotten that Priyanka Chopra was already two years into movies by then, and who now sagely wants us to believe, "There's more to me than my body." She apparently walked out of Anees Bazmee's Benaam because she was given a sparse wardrobe.

In a world that is already cruel to men, Mallika Sherawat too has decided to cover up. Even Neha Dhupia who once said, "Sex and Shah Rukh Khan are the only things that sell," is looking for a new sound byte to offer.

She is doing the lead in art filmmaker Rajat Kapoor's Mithiya , where she'll have to concentrate on acting alone. On actresses' psyche, filmmaker Mahesh Bhatt observes the problem is that once these they attain a modicum of success, they feel "that the sexual route is an albatross they have to free themselves off.

Their desire to find acceptance by the high priests of society, who feel what titillates is not art, makes them disown the very road they first tread on." They then venture into art cinema and scramble for Rituparno Ghosh's address. "They feel this is what will buy them respectability."

Are Internet celebrities real celebrities?

The question seems quaint now, but a few years ago one could easily dismiss some one as being popular "only on the Internet". The Net was written off as a clubhouse full of kooks, obsessive’s whose opinions only mattered to each other.

Now, though, it's a barometer of public opinion of the most democratic sort. Monitoring site traffic and Google hits delivers an instant read on a celebrity's rank in the culture. Run a Google search on the holy trinity of late-90s teen pop stars, for example:

 

1. Britney Spears: 13.2 million hits
2. Christina Aguilera: 6.9 million hits
3. Jessica Simpson: 4.4 million hits

 

It's amazing that Britney, even in virtual retirement, still gets nearly twice the attention that Christina does. And that Jessica Simpson, who's had her own TV show and a couple of movies, and does a lot more publicity than the other two, comes in significantly behind Christina.

Cindy Margolis, December's cover pictorial, was the first woman to see Internet traffic as valid line on a resume, perhaps even a starting-point for a career. I was there, in a way — I worked at a magazine called Yahoo! Internet Life, and we were the ones who touted Cindy as the "World's Most Downloaded Woman" in the late '90s. Of course we didn't have Google numbers then; the Internet was more of a mystery, and even we supposed experts weren't all that sure how (or often why) people were using it. We got our numbers from AOL, which could track downloads of images from its own galleries. While that would seem a narrow and misleading focus group today, in 1997, according to an Online Journalism Review article, AOL users comprised a third of the online population and the company "controlled" half of all Internet traffic.

We knew we weren't getting the whole story, but AOL's numbers were simply the best we could find. (We also were seen as a family-friendly magazine, so AOL's policy of no nude photography was good for us. The brand of wholesome cheesecake that made Cindy AOL's bikini queen was about as hot as our audience could take.) As the Internet grew, the value of those numbers came into question — Danni Ashe was particularly bent on wresting the title from Cindy, as documented in this CNN article from 2000.

How does Cindy stack up in these more quantifiable times? Here she is among some women who are primarily famous for displaying their bodies. (Some may claim "actress" on their W-2 forms, but I don't think any have illusions they are Meryl Streeps.) Ten years into her bid for Internet superstardom, 41-year-old Cindy still puts up very respectable numbers in a Google search.

1. Pamela Anderson (Playmate): 5.4 million hits
2. Carmen Electra (Playboy model): 4.2 million hits
3. Jenna Jameson (porn star): 3 million hits
4. Anna Nicole Smith (Playmate): 2.8 million hits
5. Aria Giovanni (Internet model): 2.1 million hits
5. Tera Patrick (porn star): 2.1 million hits
7. Veronika Zemanova (Internet model): 1.9 million hits
8. Vida Guerra (pinup): 1.8 million hits
8. Jenny McCarthy (Playmate): 1.8 million hits
10. Brooke Burke (TV host): 1.6 million hits

Somewhere further down the list, exact ranking not disclosed, sits internet model Cindy Margolis, with 1.1 million hits, Page 3 girl and reigning Babe of the Month Keeley Hazell with 787,000 hits, and internet model Danni Ashe, with 426,000.
It's not a scientific list, I know. But nor is it coincidental that all of the women above have appeared nude in Playboy, in some capacity, at least once. Welcome to the club, Cindy. We were hoping you'd make it.

Bikini for Sarah Palin, you game?

WASHINGTON: Alaska governor Sarah Palin appears clad in a bikini and fur coat in an online game posted by animal rights group People for the Eth

ical Treatment of Animals (PETA) to urge Internet users to help make the holidays safe for animals by fighting back against notorious animal abusers.
The game lets players pelt the Alaska governor with snowballs.
PETA President Ingrid Newkirk has revealed that she got a call from someone claiming to be from Palin's office, threatening a lawsuit if the game was not removed from their Web site.
Bruce Friedrich, PETA's VP of policy and communications, said that the man on the phone did not reveal his identity.
Friedrich said that Palin's lawyers "are welcome to talk to our lawyers."
"Sarah Palin is a bully who never saw an animal she didn't want to kill, so it's not surprising that her staff would try to intimidate us anonymously and then backtrack when called out. Our game represents a fun way to focus attention on a very serious subject - cruelty to animals supported by Sarah Palin and the other targets of the game - and we have no intention of taking it down in response to these pathetic attempts at intimidation," Politico.com quoted Friedrich, as saying.
However, Palin's communications director Bill McAllister, claims that they are not upset about the snowball game.
"We take all kinds of shots all the time. We realize we're a fair target. I could care less about the game," he said.
McAllister says he is miffed about the alleged call Newkirk received.
"This allegation about a lawsuit is just too much. No one in our office knew anything about it. And PETA has refused to say who called," he said.

Bikini girls ready for spotlight again

If ever we needed a distraction at a Packers game, it's today's clash of the infrequent winners of Green Bay and the chronic losers from Detroit.

So cue the bikini girls. They're back for another year, and this time they're rocking Lambeau for a worthy cause.

You may recall last season when the three girls - women, in real life - grabbed national attention by dressing for July on a frigid January day at the NFC Championship Game in Green Bay.

The modest bikinis were bright yellow, so the TV cameras had no trouble finding them in Section 126 on the Packers' side of the grandstand. And thus began a blitz of media exposure and interviews.

"I think it lasted two, maybe three weeks, and then it kind of died down after that," said bikini girl Liz Gray, 22, a UWM student from Wausau. "This is such a little blip on the radar, what we do. I can't imagine what celebrities go through."

Most of the attention was positive, but she and the others tried to ignore the rude blogs that critiqued their bikini photos.

All that goose-pimpled bare skin attracted Maxim magazine, but a photo shoot never materialized. The girls say that's OK with them, especially when they think about impressing potential employers.

"We weren't sure that's the kind of rep we wanted," Liz said. "That's not why we were doing it."

They're just having fun, the girls say. They've gone "Baywatch" at the last - and usually coldest - home game of the season for the past half-dozen years. They dance around during breaks in the action and then cover back up.

"We all usually get a cold after the game, but it's worth it," said Amanda Connors.

One of last year's swimsuit crew, Jen Connors, has since begun working for the Packers as a fully dressed marketing intern.

"They had no idea who I was when I came in for an interview," said Jen, who is from the Mauston area and was a graduate this year from UW-La Crosse.

She'll be busy working on game day. Her sister, Ashley, 21, will join Liz and Amanda, 22, both cousins, in the bikini corps.

Pat Connors, father to Jen and Ashley, will be at the game, too. He's sort of the girls' manager, and a year ago he was tirelessly arranging their interviews and fielding pitches for product tie-ins, none of which came to fruition. He knew the clock of fame was running.

"It was like a gallon of milk. It was going to go sour on you," he said.

This year, they're going with pink bikinis for breast cancer awareness. The plan is to charge a few bucks to have a photo taken with the bikini girls, with the proceeds donated to fight the disease.

Amanda, an artist from New Lisbon now living in Chicago, intends to donate all of her tips from Saturday night at her bartending job. Her plan was to drive up to Green Bay when she got off work at 3:30 this morning.

As of Friday, the girls were still debating what their poster would say. In the past, they've mostly waved pro-Favre signs, before he joined a certain East Coast team.

"It's been a rough season, but we all still love the Packers. That's why we do crazy stuff like wear bathing suits," Amanda said.

"I've heard the weather is going to be nice," Ashley said.

This time of year in Wisconsin, nice means you're not in danger of freezing to death - even in a bikini at Lambeau Field as the Packers try to vote down a Motor City bailout.

Model Abbey Clancy Crouch’s babe strips to a bare minimal

Abbey Clancy

Crouch’s babe strips to a bare minimal Model Abbey Clancy (in pic) has left little to the imagination after posing in two sets of undies for a sizzling photo shoot for a lingerie company. Abbey the girlfriend of England football star Peter Crouch, had struck a pose for the value-for-money collection by the lingerie house.

    The finalist of ‘Britain’s Next Top Model’ in 2006 promoted the bras and underwears costing £7 and £3 each respectively. In 2007 and 2008, Abbey has endorsed another brand of lingerie and released her first official Calendar for 2008.

THE MISS WORLD MOMENTS of 2008

Miss Russia Ksenya Sukhinova (C) crowned 58th Miss World, Pantaloons Femina Miss India World 2008, Parvathay Omanakuttan (L) first runner up, and Miss Trinidad and Tobago Gabriel Walcott crowned second runner up wave on

The finale of the Miss World 2008, held in Johannesburg, was a grand event. The contestants, aged 17 to 25, were dressed by South African and Jamaican designers for the final show after a month of galas, rehearsals and even a safari to the tip of the African continent. Beauties from 109 countries were whittled down to 15 semi-finalists with India, Russia, Trinidad and Tobago, Angola and South Africa among the five finalists.

 

THE WINNING STREAK: Miss Russia Ksenya Sukhinova, was feted in style after she won the the Miss World 2008 crown. In the pic to the far right, Tansey Coetzee of South Africa congratulates Ksenya

 

Parvathy Omanakuttan (right) dances during the Miss World contest		Miss World participant Kathrin Krahfuss from Austria, performs at the Miss World Talent Show

Pammie flashes nipple on stage:

 

Pamela Anderson

                                                                                         

 

Pamela Anderson caught attention of Amsterdam audience when she accidentally flashed her nipple on stage while assisting illusionist Hans Klok. She wore a silver swimsuit that failed to conceal most of her cleavage and bottom at the Million Affair 2008, reports the Sun. 

Teri Hatcher Settles Skin Care Suit

Teri Hatcher has settled her lawsuit with a cosmetics company after Hydroderm bosses retracted their claim she promoted a rival brand.

Hydroderm heads filed a $2.8 million suit accusing the Desperate Housewives star of not upholding an endorsement deal she made with them in 2005, by praising the effects of a rival, City Cosmetics. Hatcher fought the suit, claiming she had done "absolutely nothing wrong."

The actress was awarded an undisclosed financial settlement on December 12, with Hydroderm bosses retracting their earlier accusations.

A spokesperson for the company says: "Hydroderm LLC has specifically retracted all accusations made against Teri Hatcher including that she endorsed any competing products. Teri Hatcher is a woman of the highest integrity. We sincerely apologise for the adverse publicity resulting from our lawsuit."

Heidi Montag: Bikini Photos, Sex & MTV

Did you hear the one about the hot-bodied blonde bombshell and her terribly-annoying boyfriend who eloped while starring on MTV's reality show "The Hills"?

Well, "Hills" stars Heidi Montag and Spencer Pratt allegedly eloped on November 24th, and either got married for real in Mexico, or pulled a pro wrestling style "entertainment wedding" for publicity.
The alleged decision to elope reportedly shocked many, including Montag's mother, Darlene Egelhoff, who claimed that Spencer may have drugged her daughter to get her to marry him.

"I want to make it very clear to family, friends and fans that the decision to marry Spencer was very much mine. It was a beautiful day, and I've never been happier," Heidi is quoted as saying in US Magazine this week, "For someone who wasn't even there to suggest otherwise is extremely disappointing."

 

Heidi continued, "I look forward to everyone seeing the footage of our time in Mexico on The Hills, so they can see for themselves what a joyous occasion it was."

Pratt, who was famously ripped face-to-face by David Letterman over the summer, says he is headed to court soon to make sure the marriage is recognized in the United States. "In my mind, (the marriage) is as legal as the ring on my finger," he said, "But I wouldn't want everyone going around saying, 'It's not real.'"

And what better way to garner even more publicity than Heidi prancing around on hot Mexican beaches in a skimpy barely there bikini? An MTV source says, "nothing like Sex, Drugs, and MTV to capture everyone's attention!"

Karolina Kurkova is 'World's sexiest woman'

Beating a host of beautiful ladies in Hollywood , Karolina Kurkova has won the title of ‘World's Sexiest Woman’ in a new poll.

The leggy Czech lingerie model topped of World's Sexiest Top 10 list by E! Online. The list was a clear example of globalization of sexiness as it included ladies from all corners of the world.

"Far from being a US centric list, you'll find a face and body, from six continents," Fox News quoted E! as saying in a strange statement. Standing second in the list is Israeli model and Leonardo DiCaprio’s latest squeeze, Bar Rafaeli. The third spot has been nabbed by Brad Pitt’s hot partner, Angelina Jolie.

While former Leonardo DiCaprio squeeze Gisele Bundchen came in fourth, Scarlett Johansson rounded up at the fifth place in the list of sexy women.

Lewis: 'Bikini shots were a nightmare'

Leona Lewis has revealed that she was embarrassed when paparazzi photos of her in swimwear appeared in the press last Christmas.

The X Factor winner told Closer: "Being pictured in my bikini was a nightmare, especially for somebody like me. I'm a normal-sized girl and it's embarrassing.

"Nobody in their right mind wants to see rough-looking bikini shots of themselves from every dodgy angle. It was horrid."

The 23-year-old said that despite the best efforts of Simon Cowell to turn her into a diva, she remains true to her roots. "I remember Simon telling me that now I finished my album he wanted to hear more demands from me when I work. I thought it was funny - I don’t need anything special to be happy."

 

Lewis added that the music mogul remains the most famous person in her phone, joking: "He’ll love the fact that I said that." Lewis's deluxe re-release of her number one LP Spirit, which includes her cover of Snow Patrol's 'Run', went on sale this week.

Kim Kardashian Bikini Photos: Got 'Crack'?

Kim Kardashian is making headlines, yet again, for doing absolutely nothing.

Sexy socialite 'celebrity' Kim Kardashian was frolicking about in her bikini in Miami this weekend when she caught the attention of photographers. (Go figure!)

'Kimmy', who receives treatments for cellulite on her rear, was looking amazing as she danced around with the waves in Florida's crystal-clear water.

As IDLYITW points out, it's kinda hard to argue the fact that her body was built specifically for sex. So, I guess I just realized that it really doesn't matter that she's a worthless attention whore.

Gift of love: Book of wife’s pics without clothes

Russian Billionaire Publishes A Collection Of Spouse’s Photos In Erotic Postures

From private jets to luxury mansions, Russia’s super-rich enjoy flaunting their toys. Sergei Rodionov, a banker, has taken this habit to new extremes by publishing a book of photographs dedicated to the carnal appeal of Olga, his wife.

 
    ‘The Book of Olga’ is largely the work of Bettina Rheims, the French photographer whose previous assignments included Jacques Chirac’s official portrait. The former French president might blush at her latest efforts.

    Rheims has photographed Olga, 34, in a variety of erotic poses, none of them involving much in the way of clothing. Her husband initially wanted to keep the photographs for himself, but liked them so much that he decided to share them with a global audience.

    “He loves the photographic art,” said Olga. “He loves me. He likes to call me Galatea in reference to the Greek artist Pygmalion, who created a statue so lifelike that he fell in love with it (Galatea).”

    Olga, a business school graduate and chat show host with a 13-year-old daughter, sounds just as pleased as her husband about her physical attributes.

    “I’m not an exhibitionist,” she said. “My body is the result of hard work. I want to show that having kids, a marriage and work are not excuses for a woman to stop taking care of herself.”
    It was not the first time she had stripped off for the camera. She has posed for Russian Playboy and Penthouse magazines as well as for Helmut Newton, the late photographer famous for his provocative nudes. “I see no problem with showing off a beautiful naked body,” said Olga.

It could start a fashion. Russia’s new billionaires — there are 110 of them in the country — are always looking for creative ways to spend their money and glossy books about their wives could be the answer. Some Muscovites, however, might be shocked at the latest exposure of Olga: in Russia she is remembered for having posed naked with a stuffed bear and lying on a Soviet-era propaganda banner surrounded by Russian police officers. SUNDAY TIMES, LONDON

 

Models Alessandra and Heidi on Fashion Show

 

THE INSIDE STORY: Models Alessandra Ambrosio (L) and Heidi Klum walk the runway during a fashion show in Miami Beach

Carmen Electra set to shed clothes for Playboy

 

                       Carmen Electra

 

American glamour model Carmen Electra is all set to pose in the nude for Playboy. A source has revealed that Electra, 36, is set to appear in an all-new, eight-page nude pictorial in Playboy, People magazine reports. 

Kardashian Sisters and Kristin Cavallari: Bikini Babes

As if the Victoria’s Secret supermodels’ presence wasn’t enough,  Kim Kardashian , her sister  Kourtney and their good friend  Kristin Cavallari were all spotted out soaking up the rays in Miami, Florida on Friday afternoon (November 14).

Turning heads as they walked the beach and relaxed on lounge chairs, the gorgeous trio strapped on their itsy-bitsy bikinis, posing for photos at the new Fountainbleau Hotel on South Beach.

Most Beautiful Bottom in the World

Melanie Nunes Fronckowiak   BUTT NATURAL: Brazil’s Melanie Nunes Fronckowiak won the ‘Most Beautiful Bottom in the World’ competition in Paris

Bikini effect makes men lose their heads!

I f you want to make your man spend a little more money, all you need to do is strut about in a bikini or other sexy stimuli, as such things make men extremely impulsive when it comes to taking decisions either related to money or diet.

Lead researcher Bram Van Den Bergh of Katholieke Universiteit Leuven in Belgium found that the desire for immediate rewards increased in men who touched bras, looked at pictures of beautiful women, or watched video clips of young women in bikinis running through a park.

It wasn't that the men were simply distracted by their sexual arousal, which caused them to choose more impulsively. On the other hand, they showed improved cognition and creativity after exposure to sexy stimuli. From the study findings, researchers concluded that there is one common appetite system in the brain monitoring our desire for a host of pleasures from sweets to pretty faces, alcohol to lotto winnings. When it is stimulated by a sexy picture or the smell of baked goods, we experience a general craving for anything pleasant. "Basically, you just want to be rewarded," Live Science quoted Barbara Briers, a researcher at HEC Paris School of Management, as saying. Van Den Bergh and colleagues rendered the bikini-effect powerless by satiating the stirred appetite with a different type of reward - financial security. It wasn't that the men were simply distracted by their sexual arousal, which caused them to choose more impulsively. On the other hand, they showed improved cognition and creativity after exposure to sexy stimuli. From the study findings, researchers concluded that there is one common appetite system in the brain monitoring our desire for a host of pleasures from sweets to pretty faces, alcohol to lotto winnings. When it is stimulated by a sexy picture or the smell of baked goods, we experience a general craving for anything pleasant. "Basically, you just want to be rewarded," Live Science quoted Barbara Briers, a researcher at HEC Paris School of Management, as saying. Van Den Bergh and colleagues rendered the bikini-effect powerless by satiating the stirred appetite with a different type of reward - financial security. A sense of personal wealth depends largely on what we perceive to be the society standard. The researchers manipulated this perception to make male subjects feel relatively rich or relatively poor. When a questionnaire suggested the average income in society was very small, smaller than most of the subjects' incomes, the men felt rich in comparison. On the other hand, when the average income was implied to be very large, dwarfing that of the male subjects, most of the men began looking at their own earnings as piddling. When the men felt well-off, the bikinis lost their influence. However, if they considered themselves among the have-nots, they were likely to seek immediate gratification after seeing women running in bikinis. Evolution at work. Briers hypothesized, evolutionarily speaking, unfulfilled sexual arousal could trigger a subconscious belief that one's reproductive status is at stake. Rendered fearful, men reach out for other resources, a quick payoff, fast food, to better their chances for survival. Van Den Bergh said that the bikini effect does vary in strength from person to person. While most men are vulnerable to subtle types of stimuli, like sexy ads and touching lingerie, others may need to see a woman nude before feeling impulsive. No matter, Van Den Bergh warned, 'being exposed to a sexy girl may influence what stock you invest in or what candy bar you buy.' The study is published in the Journal of Consumer Research.