Man is a symbol creating creature and artifacts are one of man's symbolic systems. The advertiser, in pitching his wares, uses what social psychologists identify as the principle of identity which suggests, if two things can be shown to be alike in any way, they can be shown to be identical. Thus, the huckster need only put the item to be sold with something else which, the advertiser can assume, the potential audience wants, values, adores, he can make his own wares wanted, valued and adored.
Advertisers work with the values of the population they target.
If we assume for a moment that the population targeted is the American people, then we can safely identify certain core values of Americans. Let's work with American values. Sex in all its enormous varieties. Beauty in all of its varieties. Power Masculinity Femininity Patriotism Cleanliness Family Children Size Money Goodness.