Yes, minority. Marketing works, and it works on multiple levels as well, serving multiple, synergistic purposes. An ad for a product serves to increase sales of

Yes, minority. Marketing works, and it works on multiple levels as well, serving multiple, synergistic purposes. An ad for a product serves to increase sales of that particular product, which is what most people think ads are for. But in the meantime, the brand also positions itself, by showing that product as their representative, with the experience that comes from its choice of colors, shapes and other presentation material, by showing their logo and other associations like a jingle, and by signaling values that the viewer is supposed to associate with the brand. All of these are happening at the same time, and with every tactic that is not directly illegal - and it works. People's lives, culture is shaped by products, it's impossible to avoid at least thinking a bit about Apple, Coca Cola, or cars for example. So even if we are in the minority of trying to be as rational with the purchases as possible, we surely don't do this all the time with everything. And surely we can't expect others to follow suit - so, simplifications will be made in the decision process, and that is exactly where advertisers are aiming for, and successfully.