There are many reasons why we find things beautiful, even if someone else disagreed. A person can evolve to find beauty in flowers, as it is a sign of fertility and growth. Another person might be attracted to the model because they admire or aspire to look like the celebrity. Our societies and culture shape the ideas of beauty that we conform to. Additionally, images that appeal to our memories and emotions can also be considered attractive or beautiful. Jib Fowles explains in his article "Emotional Appeals" that "consumers may not be aware of the extent of their own sensitivity to the work of art, but it is undeniably great." This means that although consumers may not always be aware of it, they are drawn to ads because they visually represent them in some way. Leonardo da Vinci once said: “Simplicity is the ultimate form of sophistication” and this is clearly how Giorgio Armani advertising is designed to make the consumer feel. The sophistication is felt in the simplicity of the soft white background, in the model's natural hairstyle and makeup, and in the way she is dressed in a sleek, plain black shirt. On the other hand, the famous model's flawless complexion and luscious hair indicate that she is healthy, and we, as humans, find that attractive. In the Tom Ford ad, the young model lies naked in black water while dark purple orchids float around her. This ad can be aimed at a younger, more creative audience who appreciates art. When consumers experience a heightened state of pleasure, the product seems preferable to use. It's better to do beautiful things