Fetish Segmentation

One way that advertisements do to capitalize on using sex in advertisement is to use fetishes. Our book questions how fetishes come about to people. Fetishes comes from people's subconcious and things that exist in our subconcious can be imbeded. The book talks to us about Alanis Morisette's pose when she was riding a motorcycle with a knight in shinning armor. The image of the knight in shinning armor with a maiden is actually a cultural icon for people living in the western world, it is imbeded in the subconcious of westerners, that is how it became a fetish.