In the short amount of time I have been on this planet, I have noticed from my behavior and especially the behavior of others that some of the most successful advertising is done by advertising a lifestyle. When axe markets their body sprays they are not asking consumers to buy the product merely to smell good; they are asking consumers to buy the product because it will seemingly change their life by having women attack them and be overly clingy. When Gucci sells underwear they are hoping subconsciously that you also believe that in the box with their underwear you also get the abs of the model wearing them. I don’t think axe could be very successful as a company if they were not able to make people believe that such a small thing as smelling different could completely alter your life for the better. It is interesting to note that all of the people who buy products marketed using “lifestyle” would be much better off putting the money towards a gym membership or work less and use that time to gain social skills in picking up women. However both those things would take hard work, commitment, and especially time so for the average consumer it is much easier to be extremely optimistic that a $35 pair of underwear or a $10 bottle of body spray can change your life.