The use of sex in advertising is a tried and true marketing technique that is not limited to the selling of alcoholic beverages and cars. Comic book publishers have been objectifying women since forever. One only has to browse the covers of recent comic books to see that female characters are still treated like eye-candy.
That being said, I like to think that things have improved in the last decades. It used to be that women were really talked down to and denigrated, as attested in the following panels.
But this issue is far from being resolved. You just have to listen to Dan and Dale discuss this thorny issue to realise that sexism in comics is far from being dead.
Eyes up here buddy!