You’re watching TV. A commercial comes on for a product that is in no way related to sex. Despite the obvious disconnect the commercial itself is entirely about sex.
You’re not surprised, of course, because there’s nothing new about this. Sex has been selling products other than sex since products other than sex have been sold. The current sex-obsessed Axe body spray commercials are simply an updating of the Hai Karate commercials of yesteryear. Granted, today’s commercials demonstrate a greater corporate tolerance for pseudo-pornographic content, but that’s primarily a function of the increased difficulty of attracting eyeballs in the digital age. We’re not looser than we used to be: we’re just more desperate for attention. [ Read more ]