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The Ad That Got You

Ross Reynolds
10/13/2005 at 1:00 p.m.

We all like to think we’re too smart to get suckered in by ads. Advertisers count on that, because When you think you’re invulnerable, you’re easier to trick. Marketers are always trying to staying one step ahead of our conscious defenses, especially now, since a recent University of Washington study demonstrated that emotional appeals work best. Then there are the advertisements that don’t seem like advertisements – product placement in print, film and TV. Richard Rizzuto, the CEO of a New York Marketing firm, says 'nobody watches traditional commercials anymore. In five years, it's going to be 90 percent branded entertainment and 10 percent traditional advertising.' Advertorials are written by advertisers to fit the style of a magazine. Guerilla marketing is when people are paid to tout products to their unsuspecting peers. And of course, some artists sell their music or writing to advertisers. Even if you consider yourself a savvy consumer, there may have been an ad that, despite your best defenses, got to you. Or maybe you reacted to an ad because you hated it so much.

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