The automobile analogy brings up another benefit of advertising. Items that are sold as socioeconomic status proxies don’t work unless everybody knows the brand.

It’s not just that Volvo wants me to think I drive a safe wagon that is a sensible choice for middle-class, educated people who watch public television.

I want my neighbours to think these things about me even though they drive Ford and GM. That advertising assures me I’ll get both a car and a cachet.

If Volvo had a way of only selling to people who want Volvo cars for the utility, but few others would have heard of the brand, it would have less value.