Persuasive commercials achieve such proportionate amounts of revenue, as children under the age of twelve have less cognitive ability to recognise the purpose of the advertisement. Brands sell a life style, presenting to children the idea of happiness. Children at a vulnerable age believe that the life style being sold to them is the truth, and by obtaining the products viewed they will mirror these impressions. The mind set that purchase equals an acquired identity can be dangerous. It can present low self-esteem amongst youth because their reality is not compromised by their materialistic gain. The journal of Social and Clinical Psychology conducts a model proving the relationship between materialistic values, compulsive buying tendencies, self discrepancies and low self-esteem that acts in a spiralling effect. This is due to the fundamentals of human nature which involves an endless amount of wants which contrasts with a disappointing reality. An example of this is Barbie, who is globally advertised as a best friend for young woman. In commercials Barbie comes to life portraying personality. Marketers use idealistic settings to falsely advertise the lifestyle that comes with Barbie; either on the beach or in a night club. Settings are designed to convince children of this idealistic reality and an experience that they too can share with her. Yet, in reality Barbie's potential relies on a child's imagination. The setting is not included. Mainly she has no relatable characteristics for children to look up to, establishing the argument of social pressures and self-esteem. For toy companies however this is parallel to revenue.