As far as the process Morgan goes thru to get a sponsor, it was an interestingly amazing, but transparent and accountable process. The most significant part of the process was when the truth discovered within those contracts. Indeed, some organizations want to portray their brand as per their own will (Jiang et al., 2020). In an article written by Ghaffari, Hackley & Lee (2019), the authors mentioned that ads try to use science to appeal to people from their music, including emotional, rational, and visual appeals (p. 242). I think that marketers and advertisers incorporate some psychological elements in advertising to make a conscious appeal to people.