ourselves our whole lives: as soon as we get to the next meal, party, vacation, sexual encounter, as soon as we get married, get a promotion, get to the airport check-in, get through security and consume a bouquet of Auntie Anne’s Cinnamon Sugar Stix, we’ll feel really good . . . and yet the itch remains.”119 Marketing plays directly to these concerns. Alcohol commercials promise friendship, acceptance, gratification, happiness, and youth.