I was scrolling through my Twitter timeline the other day, and came upon this ad that screamed out (actually) desirability to me. Lexus is a luxury car brand, and the company knows that. They show a sleek & luxurious new car, contrasting the white with the black background. And then comment on how this car is desirable. The breaking up of the word desirable into “desire” and “ability” — telling us that we desire this ability that the car would give us if we drive it, which is why it is desirable. 

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