Make us think that the only reason we haven’t won yet is unluck. Keep painting the picture in our head until it’s so real we start believing in it. It’s the primary purpose of all the commercials.

Who isn’t dreaming about long holidays on a warm beach, a cold umbrella drink, and a flashy car? The intention is to create an image in our heads of what is possible, and more importantly, how nearly everyone around us is winning. A common way is to exploit our monotonous daily lives and our dreams of more.