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HI Ted - is it worth pulling the 'inform' strand apart?
What broadcast ads do is not so much inform (broadcast is quite poor at anythng other than phatic communication - ie the stimulation of an emotional response). What information they do convey is more in the form of a promise. The facts (the reality, and, if you like, the real information) is carried by our own experiences as expressed in social media.
Simply, ads make a promise, social media is where we turn for the truth behind it.
So I wonder if reason 3 may be better described as 'make a promise'?