To summarize, image is everything for value-expressive ads. Promotion-focused value-expressive ads use attractive actors and celebrities that consumers wish to emulate. One way of emulating attractive and likable people is to use the same products they use. Values such as patriotism (e.g., made in the United States) and group membership (e.g., support your town, city, or university) also influence image and can be used to change value-expressive attitudes. Prevention-focused value-expressive ads use unattractive actors and celebrities that consumers do not wish to emulate (nerd alert ads). One way of not emulating unattractive or unlikable people is to not use the products they use. These ads work best for products that are used publicly.