After you have read this chapter, please hunt out as many cigarette commercials and tobacco advertisements as you can. It may sound juvenile of me, but I want you to talk back to those copywriters and salesmen.

Before you talk back, however, listen to the spiels and read the copy. Carefully, intently. Act as if your life depended on it, because it may . . .

The last thing the advertising agencies want you to do, of course, is to pay strict attention to every element of their message. If you listen carefully, you may challenge it. If you watch with more than half an eye, listen with more than half an ear, or do more than glance at a photograph, a headline and a tagline, you may realize that much of the advertisement makes no sense whatsoever.

Worst of all from the advertiser’s point of view is the fact that if you consciously evaluate the message, you won’t subconsciously accept the suggestions it contains. So all the advertiser wants you to get is an “image.” A fleeting feeling of pleasure, security, luxury, wisdom, or romance . . .


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