Though this is the generic 'you' and an inclusive 'I', it nonetheless invites the viewer to feel the ad speaks to them. This is what Louis Althusser had in mind when he wrote about "interpellation." In this sense, ideology does not exist independent of us, but rather it is part of us. Ideologically, this ad appeals to those who feel their lives just aren't quite right -- maybe a little depressed, maybe overly self-critical because others have laid that trip on you -- but who are looking for miracles of transcendence in everyday life. There is more than a little therapeutic ethos in this ad. The Reebok ads hailed their viewer in the form of credos apparently utttered by the woman with the awesome body who is stretching her leg. The quotation marks seem to emanate from the woman with whom the viewer is positioned to identify. Another ad sounds the credo of a woman of will power and determination. Implicit in this second ad is a female ego concerned about body weight and its sight to others.