If you live in Tokyo or Toronto, you need a warm coat in the winter. But you want a coat that is short, or black, or has a designer brand. The aim of advertising is to change our ideas about things we want and need.
Many ads use people's emotions like fear or lo to persuade us that we need the product. Think of a TV commercial that shows a woman out a driving in on a rainy day, with her two small children. Suddenly, another car turns in front of her. The mother quic hits the brakes, and her car comes to a stop The children are still smiling and laughing. The message is: This car will keep you safe. Advertisements like this one use fear to sell products. Other examples slogans that tell you to "take vitamins to prevent heart disease," or "buy insurance protect your family.