One of the points I hammer at in the new book is how oblivious we are, on the surface, of how powerful a force sex is in every aspect of human life. A very simple illustration: take a completely non-sex-related product, like seafood, and try to make it sexy to a clientele of mostly male shop-keepers. The quickest way, of course, will be to include an image of an attractive female.

I think when men buy products showing sexy women, it is not only that they imagine themselves getting such a woman if they own the product -- I think many feel an unconscious impulse to please the woman in the ad, particularly if she tempts by revealing some flesh.

Even when they know that neither seafood nor cigars will bring them closer to the object of their desire, sex is so powerful a force that people will spend, spend, spend.
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