All of the most successful advertising campaigns seem to be selling an idea rather than a product. If a product has a touching and relate-able story behind it then people are more inclined to buy it. Advertisers spend millions just on research to find out what appeals to each consumer and with that research they design their products so the masses will buy them.Companies such as Cheese Itz have begun to create a story behind how their products have been created as well as many others in order to build a relationship with the consumer. Companies have also created a lifestyle behind their product in which people identify themselves to be. One person can me this name band type of person while another is that band name type of person. In "Television, Advertising, and Identity"  there is one part that speaks upon this idea which says,"commercial television is predominately governed by the aesthetic of representational realism, of images and stories which fabricate the real and attempt to produce a reality effect." This means that advertisements attempt to make their product as real as possible by making up a story find it. Lets take a pair of shoes for example. If the pair of shoes were just shown people wouldnt be as inclined to buy them. If there was a story behind the shoes with a high school athlete beating a school record because of the shoes, people would remember it and want to buy them more. Advertisers manipulate the consumers by making them relate to the product being sold.