A sleek model of a car and a beautiful model; the smooth bodyline of the car and the seductive curves of the model's figure; the grace of the car in motion and the grace in the model's bearing - the two shown simultaneously and each complementing the other. The product catches the eye of the audience just as it was meant to.

For some time now, Indian women have, with determination, pushed aside all barriers imposed upon them by society and there has been a realisation of her innate power not only by her but by society as well.

Her beauty and glamour and grace is a powerful force that leaves men helpless.

But not to let such an opportunity slip past, society (read men) has intelligently put this force to use. This is glaringly evident in the advertising world. Models themselves could give their endorsement.

Deepali Deshpande, 25, has been a model for the past three years and has the Zaveri Ramdas Popatlal ad, Pride Executive ad and the Princess Sarees ad (on cable) to her credit.

She feels that the presence of a woman in an advertisement adds glamour and it does work very well with most ads. For her, it is a career and hence she takes it in that spirit.

Kiran Dubey, FYBA, runners up in the Gladrags Super Model Contest and a model for the past year, feels that a woman's presence in an ad gives the right amount of personal touch. Moreover, her feminine and glamorous presence cannot be overlooked by men. Hence, even products for men have a woman in the ad endorsing the product, and it sells.

Gauri Pradhan, 20, has quite a few TV commercials to her credit like the Limca, Ponds, Santoor and MR Tea ads. She strongly believes that the beauty of the woman in an ad sells the product. The electronic media reproduces this beauty by highlighting her strong points like her smile, her expression, her walk or her hair to catch maximum attention.

Vanshika Bhatnagar, 19, a model for the past two years, says that the woman of the house is the purchaser and holds her own in major decision, be it at home or at work. This picture comes through in advertisements today. The glamorous and strong woman being a part of every aspect of society is the truth and even men do not deny that.

Well, female models will always talk well of themselves and their importance in advertisements. The male model could throw a different light on this aspect.

Arjun Brar, 25, has advertised for Archies Cards, Philips Infra Cell, Goodyear Tyres, Minto Fresh and Thums Up. The believes that the outlook of women has changed a lot and most of the products thought to be a male domain are used by women - be it cars or drinks. Again, using the female model is a selling technique to attract more attention from the audience.

Tuffy, 22, a model for a year has done two serials Machan and Swaraj, advertised for BPL Mobile and the boutique `Check It Out'. He feels that female models are an integral part of the advertising world. It is a general tendency for Indian men to get attracted to beautiful girls and so this concept is sold to the hilt.

Rohit Chopra quite bluntly says that the female model appeals to the masses more because she is more glamorous. They are doing much better than male models. Though he himself had been among the top 15 of the Gladrags Manhunt Contest he feels that beauty pageants are more popular, owing to man's attraction to beautiful women. The advertisers, thus, sell their product along with giving visual delight.

Ashish Bhuyan, who runs `Extremes' - an academy for films and TV, has directed ad films like the ones for Liberty, Orient Fans, Baba Pan Masala and many more. He too feels that because of the general weakness of man for getting attracted towards gorgeous women, women are a must in advertisements. The technique is to get an ordinary looking guy and a gorgeous girl for the right effect so as to enable the layman to empathise.Giving an example, he explains, while doing a corporate ad film he had to get the female model right from Los Angeles. Now, would the men sit up and take notice or not?

So there you have it - male or female, they are of one opinion - the better half is an essential part of the advertisement world. She could be there for glamour, or for beauty, for the feminine touch or the personal and emotional touch. She is required because she creates the complete picture.