By simply using a product, it is not possible to become or feel like a certain person. Advertisements attempt to hide the fact that nobody is happy, beautiful, sexy, manly, or cool all the time. Advertisements show people that are perfect in the eyes of the consumer, which in today's society is a goal that many try to reach. This is impossible, so it is clear that those in the advertisements are conveying an unreal image. It is not possible to achieve this because a product is not what makes a person who they are or how they feel even though it may appear to be this way.
Advertisements pull the consumer away from their sense of connection to themselves.
Many of the advertisements we see have absolutely nothing to do with the product which shows us that what is really being sold is not the product but the images and feelings in those advertisements. A prime example of this is an advertisement for KOOL cigarettes. This advertisement shows a smiling woman with her hands spread out like she has wings with a cigarette in her hand. The woman appears to be very happy and carefree because she is smoking a KOOL cigarette. This advertisement has nothing to do with cigarettes and everything to do with how the woman feels.