> The entire point is that it doesn't motivate him or change his feelings, those are his to have on his own terms But they are not on his own terms, as you adm

> The entire point is that it doesn't motivate him or change his feelings, those are his to have on his own terms But they are not on his own terms, as you admitted in your earlier post ("He buys the Nike’s because he wants to live the dream of athletic achievement that he saw in many Nike ads"). He wants Nikes because Nike ads told him he would feel victorious/cool/whatever by buying them. Nothing in the skateboarder's mind intrinsically wants to buy Nike over Adidas. Nike shoes have no meaningful difference in utility or material to give him different "cognitive spirits". The "athletic achievement" in the ads are not connected meaningfully to the shoes; they are intended to manipulate his thinking into buying the shoe or associating it with an abstract value that is not inherent to any single brand of shoe. The reason he wants Nikes is because of the ads; his desire for them is manufactured by the media he consumes.