Savvy advertising is always trying to tell you something about yourself.

Michelle Orange, who continues:

It traffics only in different, better, more fulfilled versions of you. That’s why it’s so miserably effective: an ad can adopt the stance of leading you toward your own best interests. But a brand-centric movie is stuck pretending its purpose is to entertain, even if its job was done the moment it got you through the door, $13.50 lighter.