Understanding of the functionality of ads

I believe that the purpose of any publicity is to make one marginally dissatisfied with their present way of life. If done correctly it can be a very powerful tool, and I'll use an example from my own experience to illustrate this point.

I have a cousin who is currently attending college. He is from out of state and has been living in the area for around five years now.

He was renting an apartment from a friend of his mother's for the first couple years, and although it was located in a good school district, he wasn't very happy with his living arrangements. The place didn't have central air conditioning.

It was rather hot in the summer and humid, so he would have to run a fan all day long. This caused him to be very tired during that time of year.

He eventually moved out and got his own apartment, which is more expensive. But this place came with central air conditioning.

It was a great improvement over the previous arrangement. But as he sat in his apartment for awhile, he realized that while it was nice to have air conditioning, this new place didn't really feel like home.