Why do male oriented ads have female models ???

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I really think it funny. When advertising for a male oriented product, it is usually accompanied with a female model, who is hot and sexy. I have seen very few ads where a male dominated product is advertised by a male model. Even cars and bikes ads are full of sexy models draped over the car. I understand that what is pleasing to the eye sells faster, but I am sure we women would love to see an equally pleasing male model advertising his own products.