"Identification With Things" (excerpt) The New Earth by Eckhart Tolle

The people in the advertising industry know very well that in order to sell things that people don't really need, they must convince them that those things will add something to how they see themselves or are seen by others; in other words, add something to their sense of self. They do this, for example, by telling you that you will stand out from the crowd by using this product and so by implication be more fully yourself. Or they may create an association in your mind between the product and a famous person, or a youthful, attractive, or happy-looking person.