The purposes of this study were to investigate the consumer responses which represented two types of eroticism, to identify the effects of purchase intentions by brand preference and expression types of fashion photography. The results of this study were as follows: The related variables to consumer responses on eroticism expression types were significant differences according to direct and indirect expression types. The indirect expression types of an erotic fashion photography proved to be more investigated than the direct expression types. There were significant difference in sex, but male-female`s responses on erotic fashion photography were very high. And If consumer`s responses by the fashion photography of eroticism were very stimulant and negative, the brand preference and purchase intention can be low. So indirect image of erotic fashion photography influenced most significantly on the consumer`s purchase intentions.