Carbohydrate: the ultimate hunter 110 to go off and make wild passionate love to top off a great day out.( Maybe that addition was just me!) Who knows? Maybe there was no such ad of this particular image. Maybe I was so effectively indoctrinated by the advertising campaign that I now create my own image to market their product – saving advertising companies time and money( and I’ m sure they need that!). Now don’ t get me wrong, I have no problem with advertisers doing what they do. I have a lot of respect for the creative people who can take something as odd tasting as vegemite and with a few‘ happy little vegemite’ jingles make it a national icon. The reality is that without advertising it would be very difficult for us to find the car, shampoo or chocolate that best suits our needs and tastes. Moreover, clever advertising is much more interesting and entertaining than someone standing there and accurately telling us the factual pros and cons of a particular product.‘ Buyer beware’ is as much about understanding the process of being sold to as it is about the product. So, if the best advertising messages are so simple, how come they are so effective? The answer? Emotions. Advertising companies listened to Freud while the greater population dismissed him as a sex fixated, esoteric chauvinist. Freud got many things wrong, but his genius came from understanding the role of the unconscious in controlling our lives and behavior. How does the unconscious mind override the conscious mind that is so revered and idolized by our modern society? Exactly the same way: through emotions. Recently one of my insightful patients described with a healthy fascination how his unconscious trod on his conscious like an inconsequential ant while he was shopping. Tom described how he had recently found himself in a supermarket with his favorite chocolate bars in his hands as he headed for the checkout lane with full conscious awareness that he was about to buy food that was bad for him. It was early in his therapy and he was using this story to politely point out that I was unlikely to help him in