An adage I've heard from sales & marketing: Consumer purchases are fundamentally aspirational. So you advertise a dream, a goal, a desire. You don't sell to t

An adage I've heard from sales & marketing: Consumer purchases are fundamentally aspirational. So you advertise a dream, a goal, a desire. You don't sell to them "a nice sweater". You sell to them all the things they could be if only they had this sweater. Since nobody aspires to be old or plus sized, you don't see models selling how old you could be if only you had this sweater.