This comes as no surprise.
TV ads show people mainly as consumers, tourists, players, and freedom seekers.
If one looks at ads as a space where companies offer up their visions of identity construction, one conclusion to be drawn is that personal identity is more likely to be sought in consumption habits and aesthetic preferences than in one's chosen labours. Much has been written about the emergence of an ethic of consumption as the successor to the Protestant work ethic. The work ethic has become reduced to just one, among many, sets of signifiers that might be selected from as markers of consumer identity. Cowboy imagery blends into images of the working class, targeting what marketers perceive as the truck demographics. Montgomery found that the cult of masculinity emerged as a sublimated stance of opposition to bosses' treatment of wage workers in the 1870s after the Civil War.