Have you ever paid attention how the commercials talk to us? For example a bank, and how they call out to us, or how the features of a car are told to us? The whole idea of ads is that they call out to us, and we reply.
Brands sometimes give us advice, just like a dad would do with his children; they sometimes share their feelings with us, to which we sometimes listen and the communication is retained. And sometimes we just get frustrated and cease contact with a certain brand. That's the exact point where 'transactional analysis' comes into play.