According to Jib Fowles, people get attracted by advertisements due to the advertisers’ employment of tactics that are emotional and sub rational and hence appealing to the potential consumers. According to Fowle’s psychological analysis, advertisements usually tend to circumvent logic and the consumers’ skeptical powers. Instead they tend to prey on people’s unfulfilled desires and their motives that lie deep within hence attracting the attention of the potential consumer. Advertisements may for instance use sex as bait for getting people’s attention. Some of the advertisements that use sex to attract consumers include ‘Che’ which is a magazine for men. The magazine has a lady’s picture. The lady is wearing a white miniskirt and behind it is written, ‘My number one,’ and right below it are written the words; ‘Let’s keep on dreaming of a better world. There is also the Nokia S 60 that has the picture of a man and a woman that are half naked and in a compromising position. The other advertisement is that of jbs Men’s underwear which has an almost nude lady posing herself suggestively. To remain in business, most advertisers try to seize any opportunity and use any technique that would be appealing to the consumer to purchase the given product or receive the services being offered. This has made the advertisers to employ methods that appeal to people’s emotions some of which have been abhorred in the past and have not been used as in the case of using sex appeals in the advertisements. There seems to be a significant shift in the cultural attitudes in the recent past towards the male versus female romance. Sex has been a taboo subject and for a long time, society has abhorred it. Most advertisers today believe that ‘Sex sells.’ People seem to have become more open-minded in today’s society and this has prompted the advertisers to become bolder. Sex is nowadays considered as a strong influential tool in advertisement. Some of the advertisements that have used sex as bait include Toyota Corolla car which feature a beautiful lady in its advertisement. An Italian coffee company has also employed sex as a tool in advertising. In some of these advertisements, there may be no direct connection between sex and the product yet sex is still used as attraction tactic. The Nair television commercial is a good example of how advertisements use people’s emotions to lure them to buy their product. The product is usually used to remove facial and body hair and it targets both men and women. The commercial features for beautiful ladies who dance while holding the product and demonstrating how it works. Given that most men get attracted to beautiful ladies, and most ladies want to be perceived as being beautiful, this commercial tends to lure the consumers into buying the product as they want to be associated with beauty. The advertisers seem to have succeeded in using the people’s emotions and hidden desires to get consumers to buy their product (Behrens and Leonard 609). This seems to be in agreement with Fowle’s argument that advertisements tend to prey on people’s emotions and hidden desires. They will for instance use people’s desires and need for sex, affiliation, prominence, attention, beauty among others in promoting their products and services. Advertisements are usually expected to appeal to