'Find some common desire, some widespread unconscious fear or anxiety; think about some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. "We no longer buy oranges, we buy vitality,. We do not just buy a car, we buy prestige." And so with all the rest.'
Aldous Huxley, Brave New World Revisited, p.67.
