One example I can provide is of gun control topics.

If you understand someone's mentality on the subject you can decide if they see:

1) An ad with someone breaking into a home and the homeowner defending themselves with a firearm (sell insurance?)

2) A grandfather and grandson on a hunting trip (hunting supplies?)

3) Or maybe gun violence hotline with powerful images.

The people seeing these ads are under the assumption that everyone else sees them, not that it's specifically targeted at their personality type. These affect if you think other people understand your issue or not. Thus affecting your motivation and attitude.

If you see an ad that fits your mindset, you think you're on the majority side. This was powerful in classic media, it's just as powerful now.