Interesting article, but I don't know if I agree with it. The constant appeals to "rational homo economicus" also make me actively want to disagree with it because I fucking hate economics. In my opinion ads don't prey on our "rational decisions" (which aren't that rational if we're being collectively tricked into them...), but instead our memory, by getting it stuck in our head and thinking of it when we have to think of what brands to purchase. So it isn't association, it's just the result of repetition creating memory.

Extra thoughts: I don't know if I agree with the whole concept that basically all oppression is rational or based on rational self interest. Certainly, a lot of it is, but a lot of it is also completely irrational too, and to imply it's somehow rational would be obscenely offensive to the targets of that prejudice. Are those who (internally, not performatively) experience disgust at seeing gay people "rational"? Are the knee-jerk ableist, lookist, shitty reactions many of us notice in our minds but fight off "rational"? I certainly hope I'm not alone in this...

It seems to me that culture values are very malleable, though our brains by themselves might not be. And by proxy we can be manipulated into so-called "irrational" (though in all actuality so-called rational behavior according to the social norms we internalized) when we internalize these social norms over years of interaction and teaching. People aren't "brainwashed" into loving capitalism, then, but rather they simply grew up in a society that instills the values of "independence, freedom, and responsibility" in them, giving them goals that align with capital over time. Though this doesn't mean they're a lost cause- Cultural values are vague and malleable, so "freedom" can be redefined into basically anything, and even base values can change drastically with exposure to new ideas. I would not be surprised if it is effectively a combination of Pavlovian conditioning and the rational behavior this author seems to believe in. The act of conforming for fitting in and not being alone, eventually internalized as you convince yourself it's what you actually want to do.