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Anyone in advertising will tell you that the most effective marketing campaign is one that manages to attach an emotion to a product. Clothes, makeup and weight-loss products are marketed to women on the basis that the they will feel sexier, prettier and more attractive, ultimately leading to love. Cars, beer and aftershave are marketed to men on the basis that the they will be 'cooler' and attract prettier women. Coca-Cola and McDonald's show people laughing and having fun, suggesting they will feel happy when drinking a Coke or eating a Big Mac.