Glossy photos of girls on bikes!

Precisely. Pictures of naked men just aren't quite the same, and don't automatically signify SEX the way pictures of naked women do. The rugby player posters are designed to sell you a product by suggesting that you too might achieve their musculature, whereas... oh, for example, the Lynx adverts have been using scantily clad women for years to imply that by buying this product you too can recruit a harem of pneumatic sex slaves.

And this is perhaps an example of the typical behaviour of the 'dominant sex' - to express approval or desire in terms of appropriation and ownership. I came across a rather tedious Facebook group where lots of men had posted pictures of Victoria Pendleton, and almost all of them were captioned "the future Mrs John Smith" (or whatever the poster's name happened to be). It amounts to little more than treating women as trophies, decorations, and status symbols.

The view that the Rugby ad's are ok is going against your arguement! How can you possibly argue that it does not signify SEX in the same way.

I feel that the victimised sex is often Men. These adverts and many others, make Men feel like they need to be muscular and good looking to achieve in life.

Women complain that Models are too skinny and it forces young girls to conform. What the hell do mens adverts do then?...
The rise of male eating disorders and depression signifies that society underestimates the affect the use of the human body to promote "the perfect image" has on men.

There are far too many women that think the most important thing in life is straightening their hair and being taken on expensive dates. If a man then treats her as his trophy is he a SEXIST? Is he to blame?

For every man that wishes Pendalton was their future wife there is a women who wants some hunky pro footballer to be their future husband.

The only reason it seems that Men objectify women more is because Men complain about it less when its done to them. Society dictates that they should not be sensitive.... which in itself is sexist!