Building common knowledge of what choosing particular brands means. If you know everyone has seen those ads with some folks relaxing on a beach with a Corona, t

Building common knowledge of what choosing particular brands means. If you know everyone has seen those ads with some folks relaxing on a beach with a Corona, then you know that people will think you are laid-back when you bring Corona to a party. This is why super bowl ads are more expensive per viewer, because the audience can expect their social group to have also seen the ads.