As anyone with even a passing familiarity with car commercials knows, major advertisers play heavily on emotion. Take the Subaru Forester commercial released earlier this month. While the key product takeaways are that the Forester is roomy, trustworthy and long-lasting, the ad doesn’t waste much time getting into specifics.

Instead, it takes us on a journey: We’re led by the family dog through scenes of a family’s special moments over the years. What does the commercial’s imagery have to do with automobile features? Not much. What does it have to do with our purchasing habits? Everything.

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