A classic ad for Chivas Regal, using brutal humour to suggest you might lack the pedigree for the brand. Have you ever wondered why ‘aspirational’ advertising and brand building works? Seems too obvious to even ponder over the question, right? Here’s an interesting #culture lense. Much of human culture is shaped by the elite. (Hence the use of the term ‘cultured’ to suggest sophistication). As the lesser mortals (middle class) figure out how to live better, they ape elite culture, including, often what may not be a ‘better’ choice (e.g. patriarchal norms of the upper caste). It follows therefore that brands, which are nothing but small chunks of cultural meaning, like to suggest their consumption is elite behaviour for the mass market to follow.