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Starbucks released an advertisement in 2007  that encouraged customers to treat themselves to a double shot coffee.

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In 2013 Geico made it easy  to save on car insurance. This appealed to consumers by showing how easy it was to take care of themselves and save money.

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Chocolate lovers in 2015 were delighted to see that they could treat themselves to Divine Delights and take care of themselves! This appeal to autonomy swayed towards the best type of self-care.

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Budweiser released this ad in 1956 that pushed beer consumers to indulge in treating themselves to something nice- "something nice" being a glass of beer. This pushes consumers to take care of themselves by giving in to their wants and desires.

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In 1949 Pontiac released this ad encouraging consumers to treat themselves to a nice new car.

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This 1905 Gillette advertisement shows a baby being able to shave itself and sells the razor by showing that it is easy to be independent and shave yourself.

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This 2011 Google ad appeals to the need for autonomy by making viewers believe that they can take care of themselves while using the product (in this case, the commerce search).