Most importantly he introduces the idea of the 'ego ideal', and the self- observing agency related to it.

"They are ego ideals and body ideals for consumers," he said.

The ego ideal, or super-ego, results from two important factors, one biological, the other historical.

The object has been put in the place of the ego ideal.

The ego ideal is the inner image of oneself as one wants to become.

The notion of the psychological contract was influenced by psychoanalytic thinking including the ego ideal.

Well, on Mars it may be that the ego ideal is shifting back to the maternal.

The individual gains no narcissistic gratification from his ego ideal.

What kind of libido would you think would be involved with the ego ideal?

He then goes on to locate this feeling within primary narcissism and the ego ideal.