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TRICKS OF THE TRADE

Some television commercials, trying to break through the ennui built up in the viewer by the plethora* of competition, employ humor. Others feature a comely girl as a pretext* for getting the viewer to stay tuned in. At times raucous* music, accompanied by some frenetic activities, is designed to preclude* the viewer’s loss of attention. The advertiser will employ every bit of artifice at the film maker’s command to make a trenchant* commercial. The diversity of appeals made to the viewer is a concomitant* of the many ways people react to commercials. A great deal of time and money has gone into placing the

consumer’s psychological make-up under scrutiny. •