This article deals with the content, meaning and use of erotic and fertility magic in the popular culture of modern Greece. Magic is approached as a unified ensemble of representations, practices and expressions aimed at influencing experienced reality. The two interrelated phenomena -love and fertility- are considered in the ideological and cosmological context of popular culture, with a view to illuminating their inner logic. The description and interpretation of some typical examples is attempted in relation to the inexpressible mental schemes through which fertility and sexuality are conceived and articulated in popular culture.