But we are talking about familiarizing consumers to the brand. It's an easy phrase for simple people who aren't thinking about anything when they are watching commercials.
Also, alot of corporations are portraying themselves as humanitarians. Starbucks is a good example - their whole appeal gives you this feeling that they give so much to the community and other countries....it's a great feeling (even though it may not be as true as it appears). Sorry to say, Americans like to feel good...if we feel good, we are better consumers.