Appealing to a person's psychological drives and fantasies is more powerful and effective than appealing to their "rational" faculty because those drives and fantasies provide the ground for what that person takes to be "rational" in the first place. If an advertiser appeals to that person in a more direct sense, if the advertiser appeals to the source of that person's "rationality" itself, the advertiser can change what that person consequently takes to be rational. For example, empower women to smoke cigarettes by appealing to their fantasy of sexual liberation, and it will become "rational" of women -- or at least aid the "rationality" -- of women's pursuit a more large-scale egalitarianism of gender. If an advertiser appeals to what a person already takes to be rational, the advertiser is less so changing that person's drive to buy more, and more so reinforcing what that person already wants to buy.