this is a telling video. It provides an interesting critique of the relationship between ads and consumers but it assumes there's a natural relationship between advertisers and consumers - that naturally, consumers look to match themselves with brands (or advertisers) in something akin to a lifelong relationship (marriage). It reflects a brand ideology of capitalism, rather than a product-oriented structure, as described by the Sturken book a few readings back. the video suggests that an ideal relation between consumers and the people they buy from is one where consumers integrate a brand/product into their lifestyle.

Also: what does it mean that the advertiser/corporation is male and the consumer female?

Duncan