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Previous research on sexual content in magazines has established that sexual advice is a commonly included feature but no study to date has identified the specific content of the messages that are being promoted regarding how to achieve good, better or “great sex”. The purpose of this investigation was to determine, using both qualitative and quantitative methods, the components of “great sex” as depicted (and promised) in a selection of men’s and women’s magazines. Five major components of “great sex” emerged from content analysis including technical/mechanical/physical factors, variety, relationship factors, psychological factors and pre-sex preparation. Frequency counts showed an overwhelming focus on technical, mechanical and physical factors and variety as the prescribed means to achieve “great sex” according to popular magazines. Advice on how to achieve better or “great sex” tended to …