"Ads create an 'alreadyness' of 'facts' about ourselves as individuals: that we are consumers, that we have certain values, that we will freely buy things, consume, on the basis of those values..." (Williamson, 1978:42).

Advertisers mine the cultural lives of demographically segmented audiences for meanings to associate with their products, and then rearrange those meanings through the framework of the advertisement, thereby positioning viewers to complete commodity signs as if there were a natural, intrinsic association between the viewer's own meaning systems and the corporate products.

Ads invite us to recognize ourselves as already the kind of people who are consonant with the particular commodity aesthetic being advertised.