Daedalus was the builder of the Cretan labyrinth, and the same guy who made wings so he and his son Icarus could escape imprisonment. Surely then, only Daedalus would sell you books to help you escape. Books that give wing to your imagination. That same bookseller clearly goes to the bank on its mythic association, and goes even a step further. Eros, the Greek god of erotic love, can be good for the bottom line.
Sex sells, that's no secret.
But here, Eros is doing much more than meets the eye. In this case, by invoking Eros, advertisers are attempting to capitalize on an innate understanding of basic needs. Eros is the sum of life-preserving instincts that are manifested as sublimated impulses to gratify basic impulses that serve to protect and preserve the body and the mind. Clever advertisers also have discovered the magneticism of the eastern mythic icons. One international luxury hotel company uses the image of a golden Buddha in its advertisements, giving the potential vacationer or traveler the distinct impression that this hotel is a temple of peace.