to persuade custombers, advertisers must:
a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves
ex) if love can be bought rather than beingsometing that has to be returned, how important can it be?
the idea that people's ideas of themselves, their world and their place are shaped and maintained primarily through television
assumes people remember the best and longest messages that are consistent with their preeixting attitudes and beliefs
ex) tv viewers remember moer details from the convention broadcasts of the political party they are affiliated to
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