is are those for Virginia Slims. For men you have Marlboro with the infamous "Marlboro man," who is a rugged, handsome loner out in the countryside with his horse and campfire. The ads seem to say, "this could be you." All it takes is a trip to the store and a couple of bucks for a pack.
             Like all myths, the stories these ads tell have a moral to them. The lesson they teach is: your life can be better with these products or, put another way, you can be a better person with these products. This is the consumer ideology and, just like every religion has some "golden rule" that pervades all of its lessons, consumerism too has its own golden rule, the consumer ideology. All of its lessons seem to be based upon this underlying assumption that more is better, that we need the things we're being sold, and that somehow buying them will make us happier and better people.
             Of course the medium for these lessons are the ads themselves. Advertising nearly always has some emotional appeal to them. Instead of catering to our intellect and giving us rational reasons why we should consume the products they flaunt, rather they cater to our emotions. What better w
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