Matt Randisi writes, "Subliminal advertising is commonly understood as a hidden message present within a product pitch, yet overshadowed enough by the attention paid to the actual product in question to making the “hidden” message appear insignificant. The typical result of a successful plant is for the target audience to unconsciously develop some a favorable concept association with the item being sold to them. One example could be the Miller Lite commercials on the air nowadays that associate drinking Miller Lite with being the prototypical idea of manly. Such commercials include where one man is chided for a lower back tattoo, and is presumed to not be worthy to drink Miller Lite because of it; or another one where a man is made fun of for wearing skinny jeans. The aim of these commercials is to convince men that drinking Miller Lite will help them appear more “manly”."