The first approach is called “brand advertising”. Brand advertising is focused on making the customer feel a certain way about a product, often pushing them to associate a product with certain ideas or concepts that may or may not have anything to do with the product itself. In this way, brand advertising is doing just that – advertising a brand, not a product.

Examples of this are everywhere in our modern advertising landscape. Many alcohol brands make advertising that conflates the consumption of their product with sexy people or exciting parties. Are the sexy people and exciting parties the product itself? No, the product is an alcoholic beverage. But the idea is to create a brand through ubiquitous ad placement where the customer associates consuming the alcoholic beverage with sexy people or exciting parties, which in theory leads to them to consume the said beverage.
第一種方式叫做“品牌廣告”。品牌廣告指的是讓顧客對於產品產生一種感覺，一般會使顧客把產品和某個觀點或者概念聯繫起來，有時產品和這些概念沒有直接的關係。從這個角度說，品牌廣告的目的就是宣傳品牌，不是產品。

這樣的例子在現代廣告界比比皆是。比如很多酒類廣告會把他們產品和性感的人和刺激的派對聯繫在一起。但是性感的人和刺激的派對是他們的產品嗎？不是，產品是酒精飲料。不過這個做法就是塑造一個品牌，通過大量的廣告投放讓消費者把喝和性感的人和好玩兒的派對聯繫起來。理論上說，就會讓大家想購買這種飲料。