Visitusonthe World WideWebat:www.breakpoint.org01996Priso",Fellowo~;pNo. 70724You Can't Eat Just OneWhat Are AdsReallySelling?A little boy holds a bagofLay'spotato chipsand grins at NFL quarterback Dan Marino."Betchacan'teat just one," the little boy says.Marino snorts with indignation.Ofcourse hecan eat just one.He'sa highly disciplined athlete,who's spent thousandsofhours on the practicefield.Goahead and indulge, these adswhisper.But the next thing we seeisan emptyLay'sbag.The commercialisamusing, and it's probablyselling a lotofpotato chips. But it's also sellingsomething a lot lesstasty-aphilosophy thatcelebrates unrestrained self-indulgence.Lay's isn't aloneinpromoting this philosophy.Television ads for the soft drink Sprite carry apunch line that says: " Thirstiseverytl~ing.Obeyyour thirst."And consider a recent ad for Lee jeans. Ayoung man follows a woman across the entirecountry after glimpsing her wearing a snug pairofLee jeans. The not-so-subtle promise
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