Advertisers use psychological and creative techniques to persuade mass audiences to purchase products through advertising. Psychological techniques use words and images while creative techniques employ visual design, editing, music, and other elements. Advertisers appeal to people's aspirations and desires by portraying products as fashionable, fast, convenient, luxurious, and fulfilling personal needs and values. To be effective, advertisements should be simple, memorable, interesting, link to the brand, and engage people emotionally.