Here's an obvious example of why it doesn't work. Many men want to own a red Corvette convertible. Many women buy bottles of expensive perfume. For proof just look at the print or video ads for most any established perfume. You'll see an attractive woman with a handsome man in a secluded romantic setting.
People buy the Promise of Satisfaction.
If you're hungry, you need food. If you're sick, you need medicine. They are often very basic motivations. You may want an ice cream cone or a new blouse, but you don't need it. Each requires a different advertising and marketing approach.