I hate to admit it, but I admire advertisers and their ability to sell us products we didn’t even know we needed. Some of these advertisers are geniuses at convincing us that if we just had their product, it would fill some hole in our lives and would bring us complete satisfaction.

One of the more famous ads along these lines came out in the early 1970s. It was an ad for Schlitz Beer. The ad implied that Schlitz Beer was the ultimate beer experience. The tagline went like this, “You only go around once in life: Go for all the gusto you can.” Remember that advertising slogan? What does that even mean? I don’t know, but consumers loved it. Everyone knew the Schlitz Beer tagline, even those who didn’t drink beer.

There’s a term you’ll hear advertisers use today, and it refers to a recent p…