Advertising and marketing is the most direct way that a company can deliver its message to customer or, in general, society. The message can be simply to introduce the product function, to differentiate why their product is better than other brands, or even to show the company’s core value. “Do it in a way that's emotional, do it in a way that I think is optimistic because we believe that's part of the Song ethos” said Andy Spade, the co-founder of Partners & Spade. This suggests that nowadays most advertising’s goal is not only selling the product itself but promoting its unique culture. This idea is similar to Juilet Schor’s vision. Schor believes that advertising has a great impact over people’s identity by advocating certain culture in
