Sex sells. Right?
Wrong. Sex doesn’t sell, it arouses us. What sells (or convinces us) is the connection and emotional reaction we have to the way a product makes us feel. Axe body wash, Godaddy, Victorias Secret, or many other mainstream companies that uses scantily clad women to sell their products is creating a space of anticipation and desire culminating in the promise of fulfillment. If, as men, we use Axe products then beautiful women will be at our beckon call. Women aren’t going to get any closer to someone because they wear Axe, but the image of this on the TV screen during the Super Bowl sure does stick with both genders as they shop in the deodorant isle at the store.