You know the names of those brands, and recognize them over $generic_brand, and mention of them immediately brings to mind their marketing pitch (sports, skimpy

You know the names of those brands, and recognize them over $generic_brand, and mention of them immediately brings to mind their marketing pitch (sports, skimpy clad girls, etc). Even if you didn't buy, the advertising worked. You may have built your self-image around beer with the twigs and beaks left in, but others will have a self-image that fits the story and will be vulnerable to being persuaded to buy beer-oid swill.