We live in an iWorld. Surrounded by iPhones, iPads, MYspace, YOUtube, the focus is clear: Me, my, I. One need not look far to see this obsession with the self. In order to sell, advertisers must appeal to the ego. For example, many ads appeal to the part of us that loves power and being in charge. DirectTV tells you: “Don’t watch TV, direct TV!” Yogurtland says: “You rule! Welcome to the land of endless yogurt possibilities, where you rule the portions, the choices and the scene.”