The deep wish to believe in false and forged ideals

Opening the magazine you come across this really good- looking man with his special car, smoking a cigarette while the sun covers everything with a golden gloss. Life is just perfect. Life is just perfect when you smoke the perfect cigarette. The attractive man looks satisfied: satisfied with his perfect life and with his perfect cigarette. That is why people choose buying those cigarettes: they want to get a glance of this precious satisfaction. They are searching for the “spirit”, which the model obviously has already found.

Why do people get the idea of changing their whole personality by consuming particular products? No matter if advertisements refer to clothes, cars or cigarettes: consumers are supposed to get the feeling of being somebody better, lovelier or smarter, if they only wear, drive or smoke the best product of its kind. People get this idea, because their daily life is flooded with advertising. It is easier to win the national lottery than to avoid any a...