One of my favorite marketing techniques is called the MEME.  While I don't know just who coined the term, it was described quite nicely in the magazine, Scientific American a few years ago.  It is a form of mimicry.  Once you get the concept, you will see it in many facets of life.
Picture the old gag about a man on the sidewalk, staring up at the top of the building.  Depending on several factors, crowds may or may not gather and join in on the staring.
If the originator is a slob or homeless looking person, then don't count on a crowd forming.  If however the mayor, police chief, or other credible looking people are looking, then a larger crowd will form.  If I know ahead of time that you are going to be coming along the street, all I have to do to get you to stop and join is start the crowd with people who you respect.  Think about it.  If you turn the corner and your spouse, boss, favorite celebrity, news crew, and SWAT team are looking up at the top of the building, you won't be able to resist looking either. 
Advertisements often use MEMEs to highlight their product.  Watch for ads that tell you the product is 'most popular', 'used by millions', 'used by a celebrity', 'fastest growing sport', 'ranked highest in polls', etc.  These phrases don't tell you anything about the quality of the product or even what it will do for you.

Watch the political ads that are starting to come out for the election season and see if they don't use the same kind of technique as a substitute for content.  You will see the candidate in front of a group that includes firemen, police, well dressed businessmen, cute babies, or whoever they think will MEME you the best.  It doesn't matter much what they say, it will revolve around getting you to identify with their supporters.

By the way, millions of cool, swell, interesting, and intelligent people just like you all agree with me.