Ideally, those engaged in contributing to that discourse would have some awareness of the emotional forces which may be called into play by the simple appearance in print or a broadcast clip of a phrase built around the word 'freedom'. This may seem to be a quite unrealistic aim, until we note that some contributors to the emotional public sphere – advertising creatives – are very aware of the emotional freight that simple words may carry, and seek to direct that freight to particular destinations (with particular behavioural consequences).