>We've gone from "Demonstrate the value of our product" to "Create an illusion of our lifestyle"

Scott Galloway occasionally mentions that he thinks most consumer spending is irrational and marketing spends purpose is to make people buy irrationally. Anecdotal observation supports his observation, most strikingly in fashion, where people buy the branded item that costs 100x (or more) than the equally useful unbranded item. Many other examples exist, of course, in almost every market. I tend to agree with Galloway that the goals haven't changed, only the marketing tools (and their effectiveness). Any increase in irrational behavior can be linked to tool efficacy and not to the motivation of the firm, which has remained constant.

I read once that the goal of (most) advertising is to make the person you are envy the person you could be if you bought whatever they're selling. In other words, they're trying to steal your satisfaction, and then offering to sell it back to you.

Don't remember who said it, or I'd give credit where due...

I'm not familiar with him, thanks for sharing, will check out his work