The "I'm a Mac" ads are probably the most glaringly obvious case. The iPod dancer ads are another example of marketing that revolves around selling an image and lifestyle. Everybody does this kind of thing, Apple just does it better than most.
In addition to the "I'm a Mac" campaign mentioned by others, a recent example would be the "If you don't have an iPhone..." campaign: http://www.apple.com/iphone/gallery/ads.html