What is "sexy"?

Advertising is often subject of controversy and, sometimes, censorship: in these examples for some of us it's not even evident what's been censored...but something definitely has been - take a look at these shots of Gisele Bundchen:

There isn't anything that in the anglo-european culture would be considered obscene here: no exposed skin, no nipples, no genitals...but still in many eastern countries these pictures had been censored - if you look closely you might see that the shoulders and exposed cleavage have been digitally covered.