Sex in advertising
The question remains: If sex and beauty don’t necessarily sell products, why are they so prevalent in marketing and advertising? Thanks to our brain-scan experiments, for the first time ever, we know the brain science behind why. And the answer lies in the mirror neuron. In an earlier chapter, we saw how, when we see attractive, scantily clad young people, our mirror neurons allow us to imagine ourselves as being equally cool, attractive, and desirable. The same goes for sex appeal. By simply observing a gorgeous model adorned in a pair of lacy underwear in a Victoria’s Secret catalog, most women can Imagine the feel and touch of it against their own skin-and feel equally sexy and seductive as the woman in the ad. As I mentioned earlier, this phenomenon is what underlies most advertising nowadays, whether it’s a perfume commercial with Scarlett Johansson or a diamond ad with Elizabeth Taylor.