If you can convince someone that they have a problem, you can sell them a solution. This is the kind of persuasive technique used by advertisers and politicians, known as the problem / solution technique. If an audience can identify with one characteristic of the problem, then they can be persuaded to believe that they must buy into the solution. 

This technique can be found in the Tylenol ad opposite. Many people find air travel a stressful experience. If you can identify with the stress and headache that this passenger is suffering from, you may want to buy Tylenol too.