Advertisers use images that will promote their products with their customers. The promotion might happen in some combination of the following uses. The image may be deliberately selected to represent a certain quality or characteristic about their product. The image might also be selected to trigger an empathetic reaction on the part of the viewer and thus make the product appear to be more desirable. The image may also be merely a illustration of the product in order that a potential customer may be able to recognize the product better. The surroundings in the image may also be used to help a potential customer visualize how the product would fit into their life or surroundings.

Please note in the ads that the names of the products are deliberately chosen to convey something related to or about the lifestyle of the user. For example, "Stronger Swagger" or "Expert" or "Pampers".


Further Reading:
http://www.acrwebsite.org/volumes/5909/volumes/v09/NA-09

http://www.businessdictionary.com/definition/image-advertising.html
"Attempt to create a favorable mental picture of a product or firm in the mind of consumer. This image aims to associate the advertised product and/or firm with certain lifestyles or values. Its three basic functions are to (1) increase consumer awareness, (2) convert the awareness into familiarity, and (3) use the familiarity to influence consumer buying behavior."