We Gotta Get Out of This Place states that regimes of veridication provide reasons for ways of doing things by producing “true discourses” (p.101) . These discourses are statements that exist within the true and can produce truth effects.
Advertising is full of true discourses, which act in a way to convince people that they need certain products. For example, the Axe advertisements are all purely sexual, and pretty much tell guys that using their product will get them girls no matter what. This gives guys a sense of false confidence, making them believe that this product can act as a lady-killer.
This is no old trick in advertising. Sex has been used to sell products for decades, but now it is so prevalent I’d be surprised if someone actually believed these ads. I like to think that people can be critical of advertising and can choose products based on how they work. However, with products like body spray or deodorant, the first impression is always through advertising. So Axe body products gets away with it because sex is the easiest way to attract a guy. No matter what people think, it’s true. I’m a guy, I know.
This kind of advertising gives men a sense of identity: using Axe products will make you more attractive. Who wouldn’t want that?
People wonder why young girls dress the way they do. But with all this sexual advertising out there, they get the message that guys like girls who act or dress in certain ways. It may be difficult to change this idea, since sexual advertising works, and it probably won’t stop for a while, if ever.